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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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Conversation: Nau CEO Chris Van Dyke on Tapping Customers' Passions
Van Dyke, Chris; O'Connell, AndrewArticle HBS-F0709F-EStrategyChris Van Dyke, the CEO of the outdoor apparel start-up Nau, offers some intriguing ideas about how to engage a generation of customers who are comfortable shopping online and eager to enter into a dialogue with the companies they buy from.Starting at €8.20
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Architect Ellen Dunham-Jones on the future of retail in the postsprawl era
Dunham-Jones, Ellen; O'Connell, AndrewArticle HBS-F0907F-EStrategyThe head of Georgia Tech's architecture program predicts that new kinds of retail developments will rise from the ashes of today's dying suburban malls.Starting at €8.20
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Teach Workers About the Perils of Debt
Lusardi, Annamaria; Tufano, PeterArticle HBS-F0911A-ELeadership and People ManagementMost consumers don't understand how interest rates work and can't make sound decisions about borrowing. So wouldn't employees be better served by company programs that ventured beyond retirement planning and helped them stop pouring money into credit card fees and payments?Starting at €8.20
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When to Co-Create, When to Go It Alone
O'Connell, AndrewArticle HBS-F1004E-ECompanies shouldn't involve outside firms in their innovation efforts when product complexity is very low or high. When it's somewhere in the middle-that's another story.Starting at €8.20
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The Myth of the Overqualified Worker
O'Connell, AndrewArticle HBS-F1012C-ELeadership and People ManagementDon't reject those overqualified applicants out of hand. New research shows that overqualified workers tend to perform better than other employees, and they don't quit any sooner.Starting at €8.20
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Improve Your Return on Returns (Spanish version)
O'Connell, AndrewArticle HBS-F0711FService and Operations ManagementA "reverse logistics" value chain strategy--what you do with goods your customers send back--can strengthen your company's competitiveness according to the authors of a recent article in the "Academy of Management Perspectives." Estee Lauder built a $250-million product line from returned cosmetics.Starting at €8.20
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Marketing CEO Dave Balter on achieving the corporate full Monty (Spanish version)
Balter, Dave; O'Connell, AndrewArticle HBS-F0810FLeadership and People ManagementThe founder and CEO of BzzAgent, a word-of mouth media company, believes strongly in radical corporate transparency. In practice that can mean frank self-examination in his blogs, publicly posting his company's sales presentations, and rotating an executive office space among employees at every level.Starting at €8.20