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El Caserío: Brand Arquitecture
Lozano V.; Milán B.; Oliver, Xavier; de Toro, Juan ManuelCase M-1189-EMarketingA historical view of the brands acquired by Kraft in Spain, especially El Caserío. The company faces competitors who have established much more coherent brand architectures, with more potential for expansion and profit. The decisions they take for the current brands will define their future.Starting at €8.20
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Mercedes-Swatch
de Toro, Juan Manuel; Oliver, XavierCase M-1018MarketingDe la alianza estratégica entre Mercedes Benz y Swatch nace un proyecto de lanzamiento de un nuevo vehículo utilitario revolucionario de dos plazas. El caso plantea la necesidad de elaborar el briefing del producto para presentarlo en el concurso de agencias de publicidad.Starting at €8.20
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Lo que funciona en comunicación
Oliver, Xavier; de Toro, Juan ManuelTechnical Note MN-305MarketingDescripción de las distintas disciplinas de comunicación publicitaria y su utilización óptima: publicidad, marketing directo, promociones, patrocinios y relaciones públicas.Starting at €8.20
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Younger Women at the Top
Harvard Business ReviewArticle HBS-F0704C-ELeadership and People ManagementMore women than men at Fortune 1000 firms have reached executive officer positions in their 30s, 40s, and 50s--and they've done it faster. Still, nearly half of those companies lack female executive officers altogether.Starting at €8.20
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How to Teach Pride in "Dirty Work"
Harvard Business ReviewArticle HBS-F0709B-ELeadership and People ManagementEmployees in stigmatized occupations can be helped with an array of techniques to cope with or even feel proud of their jobs, including developing an occupational ideology to confer a more positive image on the work; creating social buffers such as professional associations; and avoiding specifics in conversation with outsiders.Starting at €8.20
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Younger Women at the Top (Spanish version)
Harvard Business ReviewArticle HBS-F0704CLeadership and People ManagementMore women than men at Fortune 1000 firms have reached executive officer positions in their 30s, 40s, and 50s--and they've done it faster. Still, nearly half of those companies lack female executive officers altogether.Starting at €8.20
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Service With a Very Big Smile (Spanish version)
Harvard Business ReviewArticle HBS-F0705CService and Operations ManagementNew research confirms that the bigger the employees' smiles, the happier the customers.Starting at €8.20
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Halting the Exodus After a Layoff (Spanish version)
Harvard Business ReviewArticle HBS-F0805JLeadership and People ManagementA new study shows that downsizing often prompts demoralized survivors to quit, which hinders efficiency and costs companies money. To add insult to irony, career-development programs are associated with even higher turnover after the ax falls. The researchers say that certain types of HR practices may help.Starting at €8.20
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Moving Mountains (Spanish version)
Harvard Business ReviewArticle HBS-R0301BLeadership and People ManagementWhat could be more fundamental to management, or more difficult, than motivating people? After all, a manager, by definition, is someone who gets work done through others. But how? A typical recipe for motivation calls for a mixture of persuasion, encouragement, and compulsion. Yet the best leaders, we suspect, need no recipe: They get people to produce great results by appealing to their deepest drives, needs, and desires. And so we discovered w...Starting at €8.20
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What's Wrong with Executive Compensation?: A Roundtable Moderated by Charles Elson (Spanish version)
Harvard Business ReviewArticle HBS-R0301ELeadership and People ManagementWhat's wrong with executive compensation, and what can we do about it? HBR and the University of Delaware's Center for Corporate Governance convened a roundtable of compensation experts last October on the university's campus in Newark, Delaware. The 12 panelists, from CEOs to investors, from the professionals who advise them to a chief justice who rules on their disputes, provided an extraordinary diversity of viewpoints. The panelists began by ...Starting at €8.20