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The Evolution of Selling
Cross, TomNota técnica DARDEN-M-0811-EMarketingAppropriate for marketing classes. This note follows the evolution of selling starting with the skills set forth by Dale Carnigie in the 1950s through the 1970s followed by consultive selling in the 1980s and 1990s and the value-added selling of the 21st century.Desde 8,20 €
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Global Brand Face-Off (HBR Case Study and Commentary)
Raman, Anand P.; Thompson, Peter M.; Aaker, Jennifer L.; Manwani, Harish; Clift, Simon; Kotabe, Masaaki MikeArtículo HBS-R0306A-EMarketingEspoir Cosmetics has received a tantalizing offer: sponsorship of the sequel to the Hollywood hit Diana's She Devils. For Natasha Singh, the U.S.-based company's global marketing officer, the movie is an ideal vehicle for global brand building. As the film is released in each country, Espoir can launch tie-in lipsticks and nail polishes. But some of Espoir's regional executives don't see it that way. One of them--Vasylko Mazur, the head of Easter...Desde 8,20 €
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Global Brand Face-Off (HBR Case Study and Commentary) (Spanish version)
Raman, Anand P.; Thompson, Peter M.; Aaker, Jennifer L.; Manwani, Harish; Clift, Simon; Kotabe, Masaaki MikeArtículo HBS-R0306AMarketingEspoir Cosmetics has received a tantalizing offer: sponsorship of the sequel to the Hollywood hit Diana's She Devils. For Natasha Singh, the U.S.-based company's global marketing officer, the movie is an ideal vehicle for global brand building. As the film is released in each country, Espoir can launch tie-in lipsticks and nail polishes. But some of Espoir's regional executives don't see it that way. One of them--Vasylko Mazur, the head of Easter...Desde 8,20 €
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How China Reset Its Global Acquisition Agenda
Williamson, Peter J.; Raman, Anand P.Artículo HBS-R1104K-EChina's economic progress has been so dazzling that people often forget that China, Inc. has seen its share of failures too. Just look at the first cross-border acquisitions that Chinese companies made. Many of those high-profile deals-including TCL's acquisition of France's Thomson, SAIC's takeover of South Korea's Ssangyong Motor Company, and the D'Long Group's purchase of America's Murray, Inc.-ended badly. But for the Chinese, failure is not ...Desde 8,20 €
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Finding a Higher Gear
Mahindra, Anand G.; Stewart, Thomas A.; Raman, Anand P.Artículo HBS-R0807F-EDirección estratégicaThe Mahindra & Mahindra Group, one of India's best-known business houses, is trying to become bigger, more global, and more innovative-all at the same time. In India's post-economic-reforms gold rush, the group, whose 2007 sales were $6.6 billion, has invested in a slew of unrelated businesses, from aircraft manufacture to film production. The flagship tractor and SUV businesses are readying to make big bets in, respectively, the Chinese and U.S....Desde 8,20 €
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La Entrevista HBR: Acelerando el paso
Mahindra, Anand G.; Stewart, Thomas A.; Raman, Anand P.Artículo HBS-R0807FDirección estratégicaEl Mahindra & Mahindra Group, una de las casas comerciales más conocidos de la India, está tratando de ser más grande, más global y más innovadora, todo al mismo tiempo. En post-económicos-reformas fiebre del oro de la India, el grupo, cuyas ventas fueron 2.007 $ 6.6 mil millones, ha invertido en una gran cantidad de negocios no relacionados, desde la fabricación de aviones para la producción de películas. El tractor insignia y las empresas de SU...Desde 8,20 €
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The New Frontiers
Raman, Anand P.Artículo HBS-R0907U-EDirección estratégicaThe emerging markets have cooled off lately, but they're still growing, even as the rest of the world shrinks. That's one reason why developing countries - and the companies based there - will become more formidable players in the future. A second is that companies on the frontiers saw the downturn coming from developed countries and revised their strategies. They're innovating and improving operations aggressively, while their governments implem...Desde 8,20 €
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Las nuevas fronteras
Raman, Anand P.Artículo HBS-R0907UDirección estratégicaLos mercados emergentes han enfriado últimamente, pero todavía están en crecimiento, así como el resto de los psiquiatras mundo. Esa es una razón por qué los países en desarrollo - y las empresas de base no - serán más formidables jugadores en el futuro. Una segunda es que las empresas en las fronteras vieron la recesión procedente de los países desarrollados y revisaron sus estrategias. Están innovando y mejorar las operaciones de forma agresiva...Desde 8,20 €