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Don't Be Undersold!
Steenkamp, Jan-Benedict E.M.; Kumar, NirmalyaArtículo HBS-R0912K-EMarketing"Aldi" is a word that strikes fear in the hearts of brand managers across Europe. A chain of low-budget retail stores with sales of $73.5 billion in 2008, Aldi invented what is commonly referred to as the hard-discount store, a format that is destroying between a quarter and a half trillion dollars in brand sales annually. Brand executives at major consumer packaged goods companies have mostly been caught off guard by this success. The authors' r...Desde 8,20 €
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Challenges for Indian Multinationals--The Global Future
Kumar, Nirmalya; Mohapatra, Pradipta K.; Chandrasekhar, Suj , PhD.Capítulo de Libro HBS-6745BC-EIndian companies have transformed very quickly from small, tentative domestic players to competitive global powerhouses. Despite the bullish sentiment in India and the high level of confidence among Indian executives in their ability to manage multinational corporations, we must not forget that the "Indian multinational" is still in an embryonic stage. There is no reason to expect that the process of building the Indian global powerhouses, capabl...Desde 8,20 €
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Strategies to Fight Low-Cost Rivals (Spanish version)
Kumar, NirmalyaArtículo HBS-R0612FDirección estratégicaSlashing prices usually lowers profits for incumbents without driving the low-cost entrants out of business. Companies take various approaches to competing against cut-price players. Some differentiate their products--a strategy that works only in certain circumstances. Others launch low-cost businesses of their own, as many airlines did in the 1990s--a so-called dual strategy that succeeds only if companies can generate synergies between the ex...Desde 8,20 €
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The Upstart's Assault (Commentary for HBR Case Study)
Bertini, Marco; Kumar, NirmalyaArtículo HBS-R1007Z-EDirección estratégicaTelZip, a small mobile-network operator, has decided to shake up the European telecommunications market by offering "free forever" broadband service to customers who sign a long-term contract with the company. Meridicom, the dominant industry player, must decide how to respond. Joe Ulan, the incumbent's new chief marketing officer, gets conflicting advice: The product division heads don't like the idea of discounting their products or even of wor...Desde 8,20 €
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The Upstart's Assault (HBR Case Study)
Bertini, Marco; Kumar, NirmalyaArtículo HBS-R1007X-EDirección estratégicaTelZip, a small mobile-network operator, has decided to shake up the European telecommunications market by offering "free forever" broadband service to customers who sign a long-term contract with the company. Meridicom, the dominant industry player, must decide how to respond. Joe Ulan, the incumbent's new chief marketing officer, gets conflicting advice: The product division heads don't like the idea of discounting their products or even of wor...Desde 8,20 €
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The Upstart's Assault (HBR Case Study and Commentary)
Bertini, Marco; Kumar, NirmalyaArtículo HBS-R1007R-EDirección estratégicaTelZip, a small mobile-network operator, has decided to shake up the European telecommunications market by offering "free forever" broadband service to customers who sign a long-term contract with the company. Meridicom, the dominant industry player, must decide how to respond. Joe Ulan, the incumbent's new chief marketing officer, gets conflicting advice: The product division heads don't like the idea of discounting their products or even of wor...Desde 8,20 €
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Diaspora Marketing
Kumar, Nirmalya; Steenkamp, Jan-Benedict E.M.Artículo HBS-R1310H-EDirección estratégicaDespite the rising power of developing economies, few corporations from emerging markets have succeeded in establishing brands in the West. The problem isn't just that they're late to enter the global market; the perception is that they offer poor-quality products, not next-generation ones. Conventional wisdom holds that they'll have to spend huge sums to overcome these obstacles. But some emerging giants, such as the Indian bank ICICI and the ma...Desde 8,20 €