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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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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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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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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Zara Thrives by Breaking All the Rules

A Zara store in Manhattan: Controlling the supply chain is key

Many U.S. apparel retailers are choking on slow-moving inventories as consumers hold back on spending. But Spain's Inditex, whose Zara chain pioneered cheap chic, is zipping ahead. The $13.8 billion company, which is closing in on Gap for the title of world's biggest clothing retailer, has nearly quadrupled sales, profits, and locations since 2000....
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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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Real Madrid Needs a New Goal

Real Madrid Needs a New Goal Via cash and glamour, Florentino Pérez made his soccer club a sensation. Now on a losing streak, can it get income kicking again? Over the past two decades, Florentino Pérez has succeeded at transforming ailing Catalan building company ACS into the undisputed leader of Spain’s booming construction industry....
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