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The upsides of downward deference
Reiche, Sebastian; Neeley, TsedalArticle 75264Leadership and People ManagementLeaders who find themselves out of their element can get ahead by deferring to subordinates. Here we explain how power can come from letting it go.Starting at €8.20
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Management of International Staff
García, Clara; Reiche, Sebastian; Harzing, Anne-WilTechnical Note DPON-79-ELeadership and People ManagementOver the last few decades, Western multinational corporations (MNCs) have shifted their focus beyond the industrialized world, attempting to capitalize on the growing business opportunities in developing and emerging markets. At the same time, many MNCs from emerging economies have expanded their activities beyond their domestic markets, with companies such as Haier, Embraer, Lenovo, Tata, Vale and Cemex successfully operating on an international...Starting at €8.20
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Myer and Flanagan (A): High-Stake Recruitment at the Top
Reiche, Sebastian; Akkan, ErenCase DPO-352-EBusiness Ethics and Corporate Social Responsibility, Leadership and People ManagementThis 2-case series focuses on the challenges of senior executive replacements at Australian department store Myer. In late spring of 2014, Myer was going through a major reshuffle of its senior management team. More than 20 senior managers had left the company over the past 2 years, and the exodus of some key members of the executive team was continuing. The turnover had accelerated after CEO Bernie Brookes decided in February 2014 to remain in h...Starting at €8.20
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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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Enabling Telework Away From Home: Daysk.com
Reiche, SebastianCase DPO-422-ELeadership and People ManagementThe case describes Daysk.com's strategy to convince potential corporate clients to implement remote-work policies, in order to expand its market for remote-work solutions. Daysk.com offers a network of workspaces - a desk, a coworking space, a meeting room or a conference facility - that professionals can reserve in real time and access for a specific time slot. It also provides analytics about employees' workspace consumption.Starting at €8.20
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Nestlé's Alliance for YOUth (B)
Reiche, Sebastian; Liao, YuanCase DPO-439-EThe case deals with Nestlé's launch of the "Nestlé needs YOUth" initiative, whose main objective was to improve the employability of young people. The A case outlines how the initiative was launched in Europe at an overarching level, while leaving each local country operation with a lot of autonomy to decide how to carry it out. As a result, different challenges and local adaptations were necessary in each country. The B case details how the in...Starting at €5.74
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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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Hailing a New Era: Haier in Japan (A and B) - Teaching Note
Sánchez-Runde, Carlos; Lee, Yih-Teen; Reiche, SebastianTeaching Note DPOT-70-ELeadership and People ManagementFounded in 1984 by Zhang Ruimin, current CEO of the company, Haier has rapidly grown from a small refrigerator plant in Qingdao, China, to a global leader in home appliances. As one of the most valuable brands in China, Haier designs, manufactures and sells various home appliances including refrigerators, air conditioners and washing machines in over 100 countries. Since 2006, Haier has aggressively expanded its international presence, aiming to ...Starting at €0.00
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El activo y la fortaleza de la marca
Pérez Castro, Carlos; de Toro, Juan Manuel; Mira, MartaTechnical Note MN-363MarketingLa marca es hoy en día uno de los principales activos de cualquier compañía y, a su vez, un elemento fundamental de todo plan comercial. El valor del activo marca guarda una estrecha relación con su fortaleza, y en esta nota analizamos cuáles son los pasos necesarios para poder generar marcas fuertes y, por tanto, valiosas en los mercados. Es decir, profundizamos en las dimensiones donde radica la fortaleza de la marca.Starting at €8.20