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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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The First 10 Questions for Would-be Searchers
Nieboer, Ian; Carenzo, Mathieu; Davila, AntonioTechnical Note EN-15-EEntrepreneurship, FinanceThis note answers ten of the most common questions asked by people who are relatively new to the search fund model, or have never heard of a search fund before. The content of this note is based on the experience of search funds from around the world, and will help prospective entrepreneurs become familiar with the search fund model and the important questions that should be answered before considering the model more seriously. At the end of each...Starting at €8.20
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Glovo 1.0: Iniciando un nuevo modelo de negocio en el ultra-competitivo mercado de la última milla
Tapia Pagès, Albert; Carenzo, Mathieu; Ricart, Joan EnricCase SM-1683Decision Analysis, Entrepreneurship, Information Technologies, Leadership and People Management, Marketing, Service and Operations Management, StrategyEn el contexto de la revolución digital y el uso masivo de dispositivos inteligentes conectados a Internet, los hábitos de consumo han cambiado radicalmente. Actualmente, una gran parte de la población compra desde su casa, y los consumidores pueden comparar y elegir productos entre una gran variedad de opciones y vendedores, por lo que la competencia es feroz. Las empresas locales, como los restaurantes, ya no compiten solo con la tienda de al l...Starting at €8.20
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Consideraciones a tener en cuenta en las adqquisiciones empresariales
Nieboer, Ian; Carenzo, Mathieu; Davila, AntonioTechnical Note EN-16Entrepreneurship, Finance, Innovation and ChangeEsta nota técnica sintetiza algunas entrevistas con compradores y financieros empresariales de todo el mundo. Las opiniones y recomendaciones que aparecen a continuación reflejan las diversas experiencias de los profesionales que se dedican a las adquisiciones empresariales, a la vez que pretende resumir las consideraciones que cualquier empresario potencial debe tener presente cuando se embarca en una oportunidad de adquisición empresarial.Starting at €8.20
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Diez preguntas a tener en cuenta antes de hacer una adquisición emprendedora
Nieboer, Ian; Carenzo, Mathieu; Davila, AntonioTechnical Note EN-15Entrepreneurship, FinanceEsta nota técnica responde a diez de las preguntas más frecuentes que se plantean las personas que nunca han oído hablar del modelo de search fund o aquellas para las que es relativamente nuevo. Su contenido se basa en la experiencia de los search funds en todo el mundo y ayudará a los futuros empresarios a familiarzarse con este modelo y con las respuestas que deben dar a esas diez preguntas antes de plantearse más seriamente crear un search fun...Starting at €8.20
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CIBA-GEIGY Pharmaceuticals: Pharma International (Spanish version)
Smith, N. Craig; Quelch, John A.Case HBS-519S11MarketingExamines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.Starting at €8.20
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Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7853BC-EMarketingWhile consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services ...Starting at €8.20
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Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7855BC-EMarketingThe free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and em...Starting at €8.20
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Inclusion: The More the Merrier--Why It's Important in Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7857BC-EMarketingFor a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers is to become more inclusive world-wide. The global economy has become increasingly interconnected, and developing countries are attractive to companies...Starting at €8.20
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Return of the Global Brand (Spanish version)
Quelch, John A.Article HBS-F0308DEconomicsWhat became of the golden age of global marketing? Where are the multinational companies churning out standardized products for a world of voracious consumers? A global economic slump and mounting anti-American sentiment put an end to that party. But the multinationals' retreat to local harbors may leave them ill prepared for what's about to happen.Starting at €8.20