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Books  Direct to consumer: How to reach your clients when stores disappear

Nueno, José Luis According to José Luis Nueno, mass-market companies have underestimated the power of e-commerce and the direct-to-consumer (DTC) brands that are digital natives. By 2025, online commerce will have changed the marketplace irreversibly. Read article

Articles and Opinion  Hurry! Only 3 left in stock! When scarcity signals are most powerful

Calvo, Eduard; Cui, Ruomeng; Wagner, Laura Many retailers disclose product availability to get customers to buy, but does it really boost sales and profits? By studying this effect in online retail, we identify the contexts where scarcity signals are most powerful. Read article

Articles and Opinion  Generational opportunities

IESE Insight; Nueno, José Luis Businesses need to understand what makes the different age groups tick. Getting into the heads of these key generations, says IESE's José Luis Nueno, can help you deliver the best possible customer experience. Read article

Latest IESE documents

The Commercial consequences of collective layoffs Vardit Landsman; Stefan Stremersch