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Costes: conceptos y definiciones
Ballarín Fredes, Eduardo; Pereira, Fernando; Rosanas, Josep Maria; Vázquez- Dodero, Juan CarlosTechnical Note CN-188Accounting and ControlA partir del concepto de coste se establecen las diferencias entre costes históricos y futuros, costes directos y comunes (o indirectos), y costes fijos y variables. También se clarifican los conceptos de coste unitario, coste total y coste completo.Starting at €8.20
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Dirección estratégica y costes: ¿Por qué los directivos de hoy deben saber más análisis económico que nunca
Vázquez- Dodero, Juan Carlos; Davila, AntonioTechnical Note CN-196Accounting and ControlDurante varias décadas, en un entorno donde los márgenes eran relativamente holgados, la información económica de la empresa era relativamente poco importante para decisiones estratégicas y de mercado. Los precios se movían en unos nivels en los que una información económica imprecisa y muchas veces equivocada no afectaba significativamente a las decisiones. Las estimaciones de costes estaban tradicionalmente limitadas a la función de producción,...Starting at €8.20
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Conversion Rate Optimization
Ferrándiz, Luis; Villanueva, Julian; Soldado, PilarTechnical Note MN-389Information Technologies, MarketingEn esta nota se presenta una serie de pautas para aumentar la conversión en un sitio web. Ésta no tiene por qué ser una transacción monetaria, sino que puede tratarse de un registro o de los actos de compartir una noticia, invitar a un amigo, hacerse fan de un club, realizar una descarga, solicitar la prueba de un vehículo, etc. La optimización de un proceso de CRO en un sitio web debe seguir unos pasos estipulados para asegurar su máximo aprovec...Starting at €8.20
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The Case Method and the Development of Capacities for Action
Vázquez- Dodero, Juan CarlosTechnical Note ASNN-1-EDecision Analysis, Leadership and People ManagementThis technical note, based on an essay by Professor Carlos Llano of IPADE, discusses the capacities for managerial action, in particular those related to the prudential knowledge that is best acquired through the case method. Professor Llano gives a clear and illuminating account of the specific capacities or operational virtues derived from prudence: objectiviting, shrewdness, circumspection, caution, foresight and counsel, in particular.Starting at €8.20
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Voltium, Inc.
del Potro, Eloy; Stein, Guido; Pin Arboledas, José Ramón; Vázquez- Dodero, Juan CarlosCase BE-173-EBusiness Ethics and Corporate Social ResponsibilityThe manager at Voltium,a European company that was installing electricity in various parts of an African country, pondered whether it was justifiable to yield to the extortion of a local public official of the Dambo region, just as the company was about to finalize the project for the electrification of the area. This case was recognized by the European Foundation for Management Development (EFMD) as the best publication in the 2012 Case Writing ...Starting at €8.20
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Vet Center: Investment Appraisal
Rahnema Alavi, Ahmad; Vázquez- Dodero, Juan CarlosCase F-641-EFinanceThe president of a veterinary center has to decide which of two MRI scanners he should buy. The case gives students an opportunity to practice present value calculation and to understand the proper use of methods such as internal rate of return (IRR) and net present value (NPV) for capital investment decisions.Starting at €8.20
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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Coca Cola Spain: Branding 2.0
Villanueva, Julian; Ziskind, Julie Michelle; Armelini, GuillermoCase M-1269-EKnowledge and Communication, MarketingThe case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.Starting at €8.20
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Search Engine Optimization (SEO)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-374-EInformation Technologies, MarketingIn the digital world, search engines are shop windows. They are an absolute necessity for giving visibility to a business. A company that does not have a top position in online search results is missing opportunities to sell to, or communicate with, potential customers. And a business that does not appear in search results might as well not exist. Search engine optimization encompasses a range of techniques aimed at improving a website's posi...Starting at €8.20
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Search Engine Marketing (SEM)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-376-EInformation Technologies, MarketingSearch engines are shop windows, giving visibility to our products and promoting our company. Not to make good use of them is to miss an opportunity to build brand and sales. When a user conducts a search, the search engine displays the results it considers most relevant. On the one hand, it displays "organic" or "natural" results. These appear in the middle of the results page and are not paid for by the company. SEO techniques are used to optim...Starting at €8.20