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Grupo Banco Popular: el impacto del ciclo inmobiliario y la crisis soberana en España
Hernandez, Eva; Rahnema Alavi, Ahmad; Suárez, José LuisCaso F-892Dirección estratégica, FinanzasEl domingo 30 de septiembre de 2012, el Consejo de Administración de Banco Popular, convocado en una reunión de urgencia, se enfrentaba a una difícil decisión sobre el futuro del banco. Ese mismo viernes se habían hecho públicos los resultados del test de resistencia efectuado por consultores y especialistas externos para una gran parte del sector financiero español. Según el estudio, en un escenario macroeconómico adverso, Banco Popular necesita...Desde 8,20 €
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Cuál es el valor de los clientes que no pagan
Gupta, Sunil; Mela, Carl F.Artículo HBS-R0811GMarketingclientes libres que están subvencionados por el pago de los clientes son esenciales para una amplia gama de empresas, como las compañías de medios de comunicación, servicios de empleo, e incluso los proveedores de TI. Pero debido a que generan ingresos sólo de manera indirecta, averiguar el verdadero valor de los clientes - y la cantidad de atención que dedicar a ellos - siempre ha sido un reto. los modelos tradicionales de valoración cliente no ...Desde 8,20 €
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What Is a Free Customer Worth
Gupta, Sunil; Mela, Carl F.Artículo HBS-R0811G-EMarketingFree customers who are subsidized by paying customers are essential to a vast array of businesses, such as media companies, employment services, and even IT providers. But because they generate revenue only indirectly, figuring out the true value of those customers - and how much attention to devote to them - has always been a challenge. Traditional customer-valuation models don't help; they focus exclusively on paying customers and largely ignor...Desde 8,20 €
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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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Banco Popular: Impact of the Real Estate Cycle and the Sovereign Crisis in Spain
Hernandez, Eva; Rahnema Alavi, Ahmad; Suárez, José LuisCaso F-892-EDirección estratégica, FinanzasOn Sunday, September 30, 2012, Banco Popular's Board of Directors was summoned to an urgent meeting; the Board faced a difficult decision about the future of the bank. The results of the stress test performed by consultants and external advisors on a large part of the Spanish financial sector had been made public that Friday. According to the stress test, in an adverse macro scenario, Banco Popular would need 3.2 billion in additional capital to...Desde 8,20 €