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La conducta del consumidor, ejercicio (E)
Deighton, John; Fournier, SusanCaso HBS-503S23MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un producto de alta implicación o servicio en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Desde 5,74 €
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Recruiting
Cappelli, Peter; Harvard Business Review; Holmes, Dane E.Artículo HBS-R1903B-ELiderazgo y Dirección de personasBusinesses have never done as much hiring as they do today and never done a worse job of it, says Peter Cappelli of Wharton in "Your Approach to Hiring Is All Wrong." Much of the process is outsourced to companies such as Randstad, Manpower, and Adecco, which in turn use subcontractors to scour LinkedIn and social media for potential candidates. When applications come--always electronically--software sifts through them for keywords that hiring ma...Desde 8,20 €
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A Novel Way to Boost Client Satisfaction
Harvard Business ReviewArtículo HBS-F1902A-EServicios y operacionesResearchers have learned to mine a unique set of data that serves as a slow-motion replay of how an organization and its people function: the company's e-mail. Although e-mail analysis has largely focused on internal communications, a new study uses it to examine how employees interact with clients. Researchers studied the e-mail behaviors of teams working with key client accounts at a global professional services firm. Each month during the stud...Desde 8,20 €
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A Manager's Guide to Augmented Reality
Porter, Michael E.; Heppelmann, James; Harvard Business Review; Jouret, Guido; Morse, GardinerArtículo HBS-R1706B-ETecnologías de la informaciónWhile the physical world is 3-D, most data is trapped on 2-D pages and screens. This gulf between the real and digital worlds limits our ability to exploit the volumes of information available to us. Augmented reality, a set of technologies that superimposes digital data and images on physical objects, is closing this gap. By putting information directly into the context in which we'll apply it, AR increases our ability to absorb and act on it. A...Desde 8,20 €
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Why You Should Rotate Office Seating Assignments
Harvard Business ReviewArtículo HBS-F1802A-EDesign firms have long claimed that workspace reorganizations promote collaboration and creativity, and research studies back up those claims. But the financial return has been hard to prove--until now. Research at a South Korean e-commerce firm finds that relocating "merchandisers"--employees who source product deals--near employees they hadn't previously had much contact with boosted creativity among those with high deal-sourcing ability and si...Desde 8,20 €
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When Platforms Attack
Harvard Business ReviewArtículo HBS-F1510A-EDirección estratégicaAmazon began life as an online bookseller, of course, but now there are few products you can't buy on the site. New research led by HBS's Feng Zhu investigates a common worry of Amazon's third-party sellers: What happens when, instead of just matching buyers and sellers, the platform decides to offer competing products itself? Zhu's team examined 164,000 products sold exclusively by third parties and found that 10 months later, Amazon had begun d...Desde 8,20 €
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Instacart and the New Wave of Grocery Startups
Deighton, John; Kornfeld, LeoraCaso HBS-515089-EMarketingInstacart is testing an Uber-style solution to the challenge of building a home-delivered grocery business. It is backed by $220 million of venture funding. Will this model succeed where businesses like Webvan failed? What are the questions that this exploratory venture needs to answer?Desde 8,20 €
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Alloy.com: Marketing to Generation Y (Spanish Version)
Deighton, John; McWilliams, GilCaso HBS-518S13MarketingUna empresa punto com rentable? Alloy.com ventas al por menor de ropa para adolescentes por catálogo. Aleación consta de un sitio web para convertir y perspectivas de la comunidad de construcción. El resultado es un negocio con la economía de un vendedor directo y la capitalización de mercado de una Internet puesta en marcha. El caso presenta la decisión de asociarse con AOL o perseverar con la mezcla actual de los métodos de adquisición de clien...Desde 8,20 €
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Acxiom
Deighton, JohnCaso HBS-516037-EMarketingAcxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder, LiveRamp, give marketers what they want from a data broker?Desde 8,20 €
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Enlightened Farming
Harvard Business ReviewArtículo HBS-F1510Z-ELiderazgo y Dirección de personasAgricultural inventions from 18th-century noble estates in France, including a wheat thresher, a tree transporter, and an incubation shed for chicken eggs. Due to the highly graphical nature of the Vision Statement, we offer this reprint in color, PDF format only. We recommend printing it out in color to maximize its effectiveness.Desde 8,20 €