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Inspire, diverge, converge: 3 steps to better decisions
Stremersch, Stefan
Business leaders are under more pressure than ever to resolve strategic dilemmas. Citing research contained in his book, IESE professor Stefan Stremersch proposes a three-pronged approach that can spur your organization toward greater profitability and success.
Experiential marketing: a way to get people talking
Gallo, Iñigo; Townsend, Claudia; Alegre, Inés
Take a motorcycle: Is it a product, or is it an experience? If it's the latter, something lived on the open road, word of mouth is more likely to spread the message. This marketing trick now has research to back it, with a caveat.
How to get peak performance out of an innovation tournament
Camacho, Nuno; Nam, Hyoryung; Kannan, P. K.; Stremersch, Stefan
Innovation tournaments have become a popular way to crowdsource new ideas from outside a firm. A study by IESE's Stefan Stremersch and colleagues reveals a surprising metric for tournament success, and why moderators may need to be cruel to be kind.
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Latest IESE documents
Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins
Edson Escalas, Jennifer; Gallo, Iñigo; Gaustad, Tarje
Inspire, diverge, converge: 3 steps to better decisions
Stremersch, Stefan
IESE Business School Insight, 153
IESE Insight
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