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Rethinking the Funnel for the Omnichannel Age
D'Andrea, GuillermoArticle ART-3121-EMarketing, Service and Operations ManagementWearables, self-driving cars, AI displacing people who will spend less time working and more time searching for memorable experiences to share on social media. These trends are already triggering a seismic shift in consumer patterns toward a constantly connected and engaged omnichannel model. From his research on retail sector trends and the challenges posed by digitization, the author offers a series of tips so that brands and businesses can ada...Starting at €8.20
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Deje que los clientes de mercados emergentes sean sus profesores
D'Andrea, Guillermo; Marcotte, David; Morrison, Gwen DixonArticle HBS-R1012KMarketingminoristas multinacionales han sido lentos para entender a los consumidores en el mundo en desarrollo. Como resultado de ello, han sido vulnerables a los competidores locales que saben cómo sus compradores piensan, lo que anhelan, y cómo compran. Estos minoristas locales ofrecen algunas lecciones valiosas: Olvida el mito de que el extremo superior es el segmento más lucrativo. En los mercados emergentes, el número de consumidores afluentes que po...Starting at €8.20
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El futuro del consumo
D'Andrea, GuillermoArticle ART-3121Marketing, Service and Operations ManagementEl usuario del futuro vivirá pegado a la "tecnología ponible" -los wearables-, se moverá en coches autónomos y dedicará menos horas al trabajo. Ello ha modificado el patrón de consumo, que ahora es omnicanal. A partir de sus investigaciones sobre la evolución del sector minorista y los desafíos que supone la digitalización, Guillermo D'Andrea ofrece una serie de pistas para que las marcas y los comercios puedan adaptarse al consumidor del ...Starting at €8.20
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La estrategia regional de Supermercados Disco
Arnold, David J.; D'Andrea, Guillermo; Paz, Silvina RomeroCase HBS-506S11MarketingLa cadena de supermercados Disco de éxito ha seguido una estrategia de nicho local en Argentina para competir con la intensa competencia de las cadenas multinacionales. Ahora Disco considera opciones para expandir su fuerza regional.Starting at €8.20
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Let Emerging Market Customers Be Your Teachers
D'Andrea, Guillermo; Marcotte, David; Morrison, Gwen DixonArticle HBS-R1012K-EMarketingMultinational retailers have been slow to understand consumers in the developing world. As a result, they've been vulnerable to local competitors that know how their shoppers think, what they crave, and how they buy. These local retailers offer some valuable lessons: Forget the myth that the high end is the most lucrative segment. In emerging markets, the number of affluent consumers who could champion your product is small, and the wealthy tend ...Starting at €8.20