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Market Orientation
García Pont, Carlos; Rocha e Oliveira, PauloNota técnica MN-371-EMarketingThe purpose of this technical note is to define the concept of market orientation, demonstrate the advantages and characteristics of a market-oriented company and propose some ideas to help companies develop their market orientation. Market orientation is one of the central concepts in marketing literature. It gives companies a competitive edge by helping them understand and respond to market demands effectively, enhancing the awareness of the c...Desde 8,20 €
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Orientación al mercado
García Pont, Carlos; Rocha e Oliveira, PauloNota técnica MN-371MarketingEl objeto de la presente nota técnica es definir el concepto de orientación a mercado, mostrar las ventajas y características de una empresa orientada a mercado y proponer algunas ideas que ayuden a las empresas a desarrollar su orientación al mercado. La "orientación a mercado" es uno de los conceptos centrales en la bibliografía del marketing. Proporciona a las organizaciones una ventaja competitiva al facilitar la comprensión y la respuesta a ...Desde 8,20 €
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Marketing en Internet
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosNota técnica MN-370Marketing, Tecnologías de la informaciónEsta nota técnica explica qué es, para qué sirve y cómo hacer marketing en Internet. El número de temas que abarca es amplio, pero se podría dividir en dos partes principales. La primera, más teórica, explicaría que Internet es un medio apropiado para hacer marketing. La segunda se centraría en aspectos más prácticos. Si se quiere hacer marketing en Internet, qué hay que saber. A la hora de mostrar que Internet es un medio adecuado para hacer mar...Desde 8,20 €
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Internet Marketing
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosNota técnica MN-370-EMarketing, Tecnologías de la informaciónIn this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, i.e., the things we must we know in order to do Internet marketing. To show that the Internet is a good marketing medium, we describe the ...Desde 8,20 €
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Richard Spellman (A) and (B), Teaching Note
Bagley, Constance E.Nota del Instructor HBS-808014-EIniciativa emprendedoraTeaching Note for [801202] and [801203].Desde 0,00 €
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Magazine Luiza: Expanding Horizons: The role of ecommerce in the post-IPO growth strategy
Rocha e Oliveira, Paulo; Bullara, Cesar; Sauerbronn Jacinto, RodrigoCaso M-1275-ELiderazgo y Dirección de personas, Marketing, Servicios y operacionesIn May 2011, Brazilian retailer Magazine Luiza successfully raised R$926 million (¿400 million) from its initial public offering (IPO) on the São Paulo stock exchange. The firm was immediately confronted with the challenge of accelerating growth beyond its already remarkable growth rate. The case is centered on the role e-commerce should play in the company's future. On the one hand, the market potential seems to be very interesting and the compa...Desde 8,20 €
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Cultivating Compliance for Strategic Strength: Mastering the Legal Aspects of Business
Bagley, Constance E.Capítulo de Libro HBS-8153BC-ECompliance with the law is just the baseline for winning legally in business. This chapter shows how managers can practice what the author calls "strategic compliance management," which goes beyond mere compliance with the law to embrace organizational integrity and to seek out and exploit business opportunities provided by regulation and deregulation. This chapter is excerpted from "Winning Legally: How to Use the Law to Create Value, Marshal R...Desde 8,20 €
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Capturing the Value of Intellectual Capital: Mastering the Legal Aspects of Business
Bagley, Constance E.Capítulo de Libro HBS-8157BC-EThe ability to use intellectual property laws to capture the value of the firm's inventions, proprietary information, and other intangible assets is a key strategic advantage. This chapter shows managers how to use patents, copyrights, trade secrets, and trademarks both offensively and defensively. This chapter is excerpted from "Winning Legally: How to Use the Law to Create Value, Marshal Resources, and Manage Risk."Desde 8,20 €
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Using Contracts to Define and Strengthen Relationships: Mastering the Legal Aspects of Business
Bagley, Constance E.Capítulo de Libro HBS-8155BC-EThis chapter identifies the web of relationships inherent in any business, and explains how managers can structure contracts to define and strengthen relationships by increasing predictability, allocating risk and reward, creating and retaining options, and aligning incentives. This chapter is excerpted from "Winning Legally: How to Use the Law to Create Value, Marshal Resources, and Manage Risk."Desde 8,20 €
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Macsa: la venta de proyectos
García Pont, Carlos; Rocha e Oliveira, PauloCaso M-1287MarketingLa fuerza de ventas de MACSA ha sido exitosa en la venta de impresoras, lásers y máquinas de etiquetado durante décadas. La reciente incorporación de proyectos en la oferta de la empresa requiere una nueva estrategia de ventas. Este caso trata los desafíos a que se enfrentan los directivos de la empresa en la elaboración e implementación de esta nueva estrategia.Desde 8,20 €