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BBVA: una estrategia de comunicación diferente
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCase M-1272Entrepreneurship, Knowledge and CommunicationEl departamento de comunicación del BBVA, comandado por Gregorio Panadero, decide apostar por el branded content como forma de expandir la imagen de la compañía. Iniciativas como dar nombre a competiciones deportivas (la Liga), patrocinio de competiciones deportivas de talla mundial (la NBA), la producción de una webserie o de una película resultarán ejemplos de lo que se ha hecho hasta ahora. Gregorio Panadero estaba contento con el desarrollo d...Starting at €8.20
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BBVA: A Different Communication Strategy
Plaza, Salvador; Villoch, Ignacio; Pin Arboledas, José Ramón; Stein, GuidoCase M-1272-EEntrepreneurship, Knowledge and CommunicationBBVA's communications department, led by Gregorio Panadero, decided to get involved with branded content as a way of spreading the company's image. Initiatives including lending its name to sports competitions (The League), sponsorship of world-class sports competitions (the NBA), and production of a web series and movie serve as examples to date. Gregorio Panadero was pleased with the development of this new way of communicating. However, at the...Starting at €8.20
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Negotiating Across Cultures
Mehta, Kandarp; Stein, GuidoTechnical Note NEGN-3-ELeadership and People ManagementThis technical note talks about the nuances of negotiating in a multicultural setting. The note describes the reasons for cultural differences in negotiations. It draws heavily on Jeanne M. Brett's seminal work Negotiating Globally, which in turn draws on research done mainly in cultural psychology.Starting at €8.20
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Negotiating Across Cultures (Portuguese Version, Brazil)
Mehta, Kandarp; Stein, GuidoTechnical Note NEGN-3-PBLeadership and People ManagementThis technical note talks about the nuances of negotiating in a multicultural setting. The note describes the reasons for cultural differences in negotiations. It draws heavily on Jeanne M. Brett's seminal work Negotiating Globally, which in turn draws on research done mainly in cultural psychology.Starting at €8.20
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La negociación intercultural
Mehta, Kandarp; Stein, GuidoTechnical Note NEGN-3Leadership and People ManagementEn esta nota técnica se explican los matices de las negociaciones en contextos multiculturales y se describen las razones por las que las diferencias culturales se ponen de manifiesto en los procesos de negociación. Para ello, se recurre en numerosas ocasiones al clásico de Jeanne M. Brett Negotiating Globally, que, a su vez, recopila las investigaciones realizadas, sobre todo, en el campo de la psicología cultural.Starting at €8.20
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Criterios de decisión de un inversor: Warren Buffett
Stein, Guido; García de Santos, TeresaTechnical Note DPON-358Decision Analysis, Innovation and Change, Knowledge and Communication, Leadership and People Management, Service and Operations ManagementEsta nota técnica subraya el papel de los criterios en la toma de decisiones. Según el Diccionario de la Lengua de la Real Academia Española, la primera acepción de criterio es la de "norma para conocer la verdad"; en una segunda acepción, se indica "juicio o discernimiento" y, entre sus sinónimos, se encuentran "cordura" y "sensatez". El objetivo es dar a conocer los criterios de decisión que, durante décadas y décadas, ha ido puliendo Warren Bu...Starting at €8.20