IESE Insight Marketing

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Marketing

7 steps to innovate amid high digital density

Pérez Balaguer, Jesús; Gregory, Robert Wayne; Zamora, Javier

How can companies create new value propositions in high-digital-density environments? Jesús Pérez Balaguer, Robert W. Gregory and Javier Zamora propose a seven-step methodology based on the "jobs to be done" theory.

Gear up for innovation and branding opportunities

van Everdingen, Yvonne; Hariharan, Vijay Ganesh; Stremersch, Stefan When sporting gear companies participate in major competitions, like Formula One, what they stand to gain depends on what they're already spending.

The five layers of a good digital experience

Ferrandiz, Luis; Villanueva, Julián; Balmaseda, Carmen User experience (UX) is the cornerstone of app and website profitability. This practical note breaks down the five key elements of UX design, taking Booking.com as an example.

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Latest IESE documents

¡Se acabó! Oliver, Xavier

Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins Edson Escalas, Jennifer; Gallo, Iñigo; Gaustad, Tarje

Los ojos que brillan Oliver, Xavier

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