Academic articles

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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Less Variety

One of the most provocative initial viewpoints in the Future Agenda programme was that on the Future of Choice by Professor Jose Luis Nueno of IESE in Barcelona. In it he indicated  that “as China and India and other fast-developing economies become the primary global marketplaces, the needs and wishes of the 4bn new...
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When sales are doing badly here, they do well somewhere else

Portada Paradigmes 4

Introduction Internationalisation of distribution becomes an important matter in times like the present, characterised by a steep downfall of domestic consumption together with fierce competition. Never before was the sentence more true that says: «When sales are doing badly here, they do well somewhere else». Some years ago, it was enough to have testimonial...
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Choice – Global Challenges

The world has changed: Product supply and demand is globalized and there is no putting the genie back in the bottle. The flow of goods from Asia to the west has created an economic dependency over the past ten years that will be exploited over the next ten. As China and India and other...
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New Consumers – Aging population and inmigration

Our society is changing at a bewildering rate, in terms of composition, behaviour and consumption patterns. In the more developed countries, senior citizens now occupy a significant segment in the population pyramids, as birth rate plummet. In the future, this situation is likely to complicate the sustainability of the current pension system.
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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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