IESE articles

Here Comes the Instagram Bride

Millennial_bride_portada

Wedding bells are ringing for the digital generation. As Millennials come of age and settle down, the bridal industry must learn to engage with them on their own terms. A study by IESE's José Luis Nueno provides a game plan for marketing to Millennials as they plan their big day, smartphone in hand.
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Interviews with Alex Cruz

Interview to Alex Cruz

Alex Cruz sat down with IESE Prof. José Luis Nueno to discuss the success that has led to his appointment as Chairman and CEO of British Airways (BA).
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The Makings of a Relevant Brand

A quarter of Interbrand’s top 100 global brands for 2012 were tech-related — a testament to the growing value of the digital revolution. As this ranking indicates, the leading brands of tomorrow will likely emerge from new sectors, rather than tweaks to existing ones, say IESE’s J.L. Nueno and Gloria Andreu. In their paper,...
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Teens Today, Young Adults in 2020

Teens Today

The future and sustainability of many companies will depend to a great extent on teenagers¿ behavior and attitudes toward consumption. As such, getting to know this key group now will pay off in the long term when they become young adults. Based on the latest findings of an international study of teenagers across eight...
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Sport Sponsors’ Wallets Snap Shut in Downturn

Executive Summary In recent years, sports sponsorship was perceived to be imune to volatility. However, the latest data from Infoadex on advertising in Spain shows that sports sponsorship slumped by 27 percent in 2008 compared to 2007. IESE Prof. José L. Nueno and Javier Mancebo, director of Havas, examine the factors that explain this...
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Starchitects, Emblematic Buildings and the Effects on Urban Economies

  The Guggenheim Museum in Bilbao. The “Gherkin” in London. The “Bird’s Nest” Stadium in Beijing. These and countless other buildings call to mind not only architectural adventurousness and innovation, but also the very cities that they call home. But besides serving as icons for postcards and souvenirs, what impact do these buildings have?...
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Signposts towards 2020

"Consumers’ wallets snap shut in a recession as the climate of insecurity leads them to postpone purchases, multiplying the risk of commercial failure. But as José L. Nueno, IESE professor of Marketing notes, many firms have seized the advantages offered by economic downturns to take risks and gain market share."
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What Should I Do Today? In six months? In two years?

(Español) Probablemente porque es una de las inversiones que primero se reducen durante las recesiones, el marketing se ha ocupado bastante poco de estudiar su propia utilidad cuando se producen.
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The Recession: How to Come Out on Top

The Recession: How to Come Out on Top

Summary A company’s response to the crisis will be defined by whether it has made preparations long before the crisis hits. The first thing firms need to do is assess how prepared they are for the recession. If the company has diligently laid the groundwork and meets the criteria set out by IESE Prof....
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Zinio: “Byting” into a Paper World (Condensed)

In the late summer of 2006, Raúl Suárez, managing director of Zinio Spain, was talking with Joan Solà, CEO of AccesoGroup, about how they could make Zinio into a profitable and viable business in Spain. As CEO of AccesoGroup (a prominent media intelligence and analysis company within Spain), Solà had signed a franchise deal...
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