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If Brands Are Built over Years, Why Are They Managed over Quarters? (Spanish version)
Lodish, Leonard M.; Mela, Carl F.Artículo HBS-R0707HMarketingthe increased availability of weekly, or even hourly, scanner data, which show a clear link between discounts and immediate boosts in sales; the relative difficulty of measuring the effects of advertising, new product development, and distribution--all of which can contribute to a brand's long-term health; the short tenure of most brand managers; and the near-term orientation of Wall Street analysts. Although discounts do increase sales in the s...Desde 8,20 €
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If Brands Are Built over Years, Why Are They Managed over Quarters
Lodish, Leonard M.; Mela, Carl F.Artículo HBS-R0707H-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Brands are on the wane. Many consumer goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by in...Desde 8,20 €
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New Project? Don't Analyze--Act (Spanish version)
Schlesinger, Leonard A.; Kiefer, Charles F.; Brown, Paul B.Artículo HBS-R1203RIniciativa emprendedoraUse the means at hand; stay within an acceptable loss; secure only the commitment needed for the next step; bring along only volunteers; link the initiative to a business imperative; produce early results; and manage expectations. Momentum is gained by continuing to act based on what is learned at each step. The launch of Clorox's Green Works product line is discussed as an example.Desde 8,20 €
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New Project Don't Analyze--Act
Schlesinger, Leonard A.; Kiefer, Charles F.; Brown, Paul B.Artículo HBS-R1203R-EIniciativa emprendedoraIn a predictable world, getting a new initiative off the ground typically involves analyzing the market, creating a forecast, and writing a business plan. But what about in an unpredictable environment? The authors recommend looking to those who are experts in navigating extreme uncertainty while minimizing risk: serial entrepreneurs. These business leaders act, learn, and build their way into the future. Managers in traditional organizations can...Desde 8,20 €