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Building Prosperity Through Architecture

Thu, 19 Nov 2009 00:00:00 GMT

When is a building more than a building? And what effect can a spectacular architectural creation have on the economy of its urban home? Emblematic buildings can bring economic, socio-cultural, environmental, touristic and commercial impact to a city or region, and define a city itself. These buildings and their impact warrant a closer look.

Advertising: An Insider’s Tales from the Dark Side

Tue, 10 Nov 2009 00:00:00 GMT

In 2000, Frédéric Beigbeder shocked the world with his novel about the frivolity of the advertising industry as told by a former creative professional. Now it’s Xavier Oliver’s turn, as the former head of BBDO Spain has penned a new book that exposes the evils of an industry besieged by the cruelest aspects of capitalism.

Brands: A Lifeline for Businesses in Turbulent Times

Fri, 28 Aug 2009 00:00:00 GMT

The economic recession has led to an increase in generic brands. Does it make any difference to have a brand name anymore? IESE Prof. Juan Manuel de Toro analyzes La marca y sus circunstancias (The Brand Name and Its Circumstances) in his latest book, a management manual that brings together everything an executive needs to know about brands and their main components.

A Prescription for Marketing Medicine

Tue, 21 Jul 2009 00:00:00 GMT

Selling products in the life-sciences market is a delicate business. Not only must companies think about making a buck, but the nature of their wares means public trust is essential. After all, this is our health we’re talking about! In their article, “Marketing of the Life Sciences,” Stefan Stremersch and Walter Van Dyck define this newborn field and make practical suggestions to encourage more research down some much neglected avenues.

Choice: How Much Is Too Much?

Mon, 13 Jul 2009 00:00:00 GMT

The Baskin-Robbins ice cream chain boasts “31 flavors.” As wonderful as that sounds, choosing two scoops means rejecting 29 other equally delectable flavors. In the end, people could walk away less satisfied than if there had been fewer options. And it’s not just ice cream; as this paper explains, excessive choice, whether of pension schemes or mobile phone plans, can sometimes be a bad thing.

Salient Advertising Gets Bigger Bang for Buck

Thu, 11 Jun 2009 00:00:00 GMT

Advertising is a game in which firms spend – some might even say waste – money trying to attract consumer attention away from their rivals. The paper “Advertising for Attention in a Consumer Search Model” presents a model to help firms balance their ad spend and product prices. Advertising that is more salient, and thereby attracts more attention, effectively enables firms to charge less for their products and obtain higher profits.

A Fashion Purchase Not to Be Made on Impulse

Fri, 05 Jun 2009 00:00:00 GMT

Is the fashion sector different in Eastern Europe from Western Europe? What obstacles do companies in the sector run into when it comes to growing their business? To examine these issues, IESE Prof. Lluís Renart analyzes the dilemma faced by the Polish fashion firm LPP in early 2008, when the company’s executives actively sought an alternative to organic growth and succeeded in identifying one.

Putting the “Umph” Back in Triumph

Fri, 27 Feb 2009 00:00:00 GMT

By 2007 Triumph seemed to be back on its tires after screeching to a halt in the 1980s. Tom Cruise made it his ride of choice in the Mission Impossible films, reviving its cult status the way Marlon Brando, Steve McQueen and James Dean had done in previous decades before him. So with brand awareness running so high, how could “consideration to buy” still be so low? A new case on Triumph road tests the “marketing of British steel.”

Will a Team of Beckhams Win Games or Profits?

Mon, 09 Feb 2009 00:00:00 GMT

Assembling a successful sports team is more than simply acquiring the best players. Some of the most famous teams in the world have failed to score despite stacking their rosters with stars. In this study, IESE Prof. Ignacio Urrutia de Hoyos wonders whether Real Madrid might be sharing the bench with those who have been burned by following a logic that doesn’t always deliver quite what it promises.

Spanish Press in Crisis: Digitalization Will Shape Its Future

Mon, 26 Jan 2009 00:00:00 GMT

The economic crisis has now reached the Spanish press. This year, the sector will have to operate in a context marked by a 16 percent drop in advertising revenue and a 90 percent fall in operating income. Even so, those in charge of the sector argue that the management systems and rigorous controls adopted by the majority of companies are minimizing the effects of the crisis – for now.