Ondanks dat het land een van Europa's grootste slachtoffers van de recessie is, kon men tijdens het zomerreces nergens anders in de eurozone tippen aan de kooplust van de Spaanse voetbalclubs. Cristiano Ronaldo, Kaká, Karim Benzema, Xabi Alonso, Zlatan Ibrahimovic... allen verhuisden ze in het tussenseizoen naar Real Madrid of aartsvijand FC Barcelona. Sommigen...
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IT IS kick-off time for European soccer. As national league seasons open across a continent that still manages to attract the world’s top talent, eyes are turning to the so-called galácticos– the superstars joining Spain’s La Liga. Spain is posting some of Europe’s worst GDP numbers, yet summer spending on soccer players has been...
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Mr Pérez turned Real Madrid into a global brand earlier this decade. He did it by buying the world’s most popular stars regardless (some said) of talent. Financially, it worked. They sold merchandise. They brought lucrative advertising and television contracts. The emblem was David Beckham, of England. Real Madrid sold staggering quantities of team...
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Zara, Professor Nueno points out, has a big offer in basic goods. These are low price products such as T-shirts and are positioned in the centre of the store. Crucially, although prices are low,margins for these products are high.
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It’s not the first thing you would expect a speaker to say at a logistics conference: “Why talk about logistics – logistics is the least important part”.
However, when the speaker is Professor Jose Luis Nueno and he is quoting the owners of retail chain Zara, then it has to be worth listening.
The event was...
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"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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(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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Companies often slash marketing budgets when a recession hits. In short, the existing literature does not provide much guidance as to whether one should increase or decrease the marketing spend during such downturns.
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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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