IESE Insight - Relevant Business Knowledge

Experiential Product Framing and Its Influence on the Creation of Consumer Reviews

Date: 05/2019 Author(s): Gallo, Iñigo; Townsend, Claudia; Alegre, Inés Document type: Article in Journal (refereed) We examine how experiential framing, an increasingly popular marketing tactic, influences consumer review behavior. Experiential framing is a communication strategy whereby marketers describe a material product as if it is an experience, something that the consumer lives through, rather than focusing on the product's functionalities and attributes. ...

A toda pastilla

Date: 10/03/2019 Author(s): Oliver, Xavier Document type: Opinion Llevo encerrado en un aula dos días en un programa muy interesante que podríamos resumir en 'comprender el cambio'. Las empresas llevan diferentes velocidades en su transformación, dependiendo de la industria en la que se desenvuelven, del país de origen y de sus líderes.

Amazon and mybabyallergy.com

Date: 19/02/2019 Author(s): Jané, Joan; Sabrià, Frederic Document type: Case Going on Amazon usually acts as a real spur for any firm's business, since sales tend to shoot up. But it is also true that it involves downsides that cannot be overlooked. Amazon, the undisputed leader in online sales of all kinds of products, has become a unique platform for the positioning and sales development of thousands of companies-especially ...

Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

Date: 02/2019 Author(s): Kim, Tami; Barasz, Kate; John, Leslie K. Document type: Article in Journal (refereed) Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers' personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness. Drawing on literature about offline norms of information-sharing, we posit that ad ...

Pangea: The World's Largest Travel Store

Date: 30/01/2019 Author(s): O'Donnell, T.S.; Nueno, José Luis Document type: Case

Are we perceiving more polarization than there actually is?

Date: 25/01/2019 Author(s): IESE Insight Collaborator(s): Barasz, Kate; Kim, Tami; Evangelidis, Ioannis Document type: Supplementary Material Are our inferences about Trump supporters or Brexiteers accurate? The more extreme the position, the more we may jump to faulty conclusions, says research by Kate Barasz. In an increasingly polarized world, understanding this cognitive bias is key.

Ser los mejores del mundo

Date: 13/01/2019 Author(s): Oliver, Xavier Document type: Opinion Tuve la oportunidad de trabajar con una empresa en México este pasado diciembre que me hizo reflexionar muchísimo sobre el papel de la ambición en los negocios. Cuando hablamos de ambición a veces nos parece que es algo malo o que no hace falta aspirar a ella. Quizás sea porque asociamos ambición a competencia feroz con compañeros y colegas.

Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity

Date: 01/2019 Author(s): Camacho, Nuno; Nam, Hyoryung; Kannan, P. K.; Stremersch, Stefan Document type: Article in Journal (refereed) Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors theorize on the effects that the type and timing of moderating feedback have on tournament participants’ ...

The brains behind your choices

Date: 01/2019 Author(s): Reutskaja, Elena Document type: Non-refereed article

Choice is good but too much choice can be paralyzing. By using MRI machines, we can actually see when too much choice overloads the brain. The ideal number of options to present to a consumer may be fewer than marketers think.

Business Trends for 2019

Date: 18/12/2018 Document type: Interview (Video) Which advancements, disruptions and events will shape the business world in 2019? IESE professors' predictions include Brexit, blockchain and "the Age of Assistance," among many others. Enjoy an expert preview of the year to come.

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