What Should I Do Today? In six months? In two years?

Academic Archive , Academic articles , IESE articles , Spanish Press

(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 European Business Review
Coming out on top

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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The Recession: How to Come Out on Top

Academic Archive , Academic articles , IESE articles
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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Extend your vision

Suply Chain Standard
Extend your vision

27 February 2009 NICK ALLEN How does top retailer Zara organise its supply chain? What does IT leader Intel really mean by collaboration? And how has Sony Ericsson built a customer-facing supply chain? Ail will be revealed at Extended Supply Chain 2009. The conference – the sixth in the series – has a packed...
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Entrevista a José L. Nueno (“Hipersuper”, Portugal)

Interviews , Portuguese , International Press
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A vinda de José Luís Nueno ao Congresso Internacional de Marketing, organizado pela APPM, serviu de pretexto para a entrevista a um dos maiores especialistas em distribuição e retailing "Nalguns mercados, os consumidores têm estado sobre stress há muitos anos. Os salários reais aumentaram a inflação laboral. O sistema de saúde reduziu o apoio....
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Future of Choice

Future Agenda
Future of Choice

José Luis Nueno The Global Challenge 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....
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Future Challenges for the Wholesale Fish Sector

Media , Conferences

(Español) Mr. Nueno advised wholesalers to adapt supply to this new customer profile, providing small-sized packaged products and regularly offering “well-priced goods”. He further encouraged wholesalers to make the most of fish’s well-known health properties to promote sales, and called on them to improve communications with consumers to “hit a number of stereotypes on...
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Zara ou le succès de la mode à la demande

French , International Press , International Press

Nombreux sont les détaillants américains de prêt-à-porter qui étouffent sous le poids de stocks d'invendus, les clients étant stoppés dans leur élan de consommation. Ce n'est pas le cas du groupe espagnol Inditex, qui est en pleine forme, et dont la marque phare, Zara, a lancé la mode chic à petits prix. Représentant 13,8...
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Zara Thrives by Breaking All the Rules

Academic Archive , Academic articles , BusinessWeek
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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Professor uncovers the detail in retail

Financial Times , About José Luis Nueno
Professor uncovers the detail in retail

(Español) About 15 years ago José Luis Nueno, a young Spanish marketing professor and business consultant, was asked to research the men’s affordable fashion market in Spain, with particular reference to a competitor called Inditex. The secretive Galician company, whose Zara brand was taking the high street by storm, was about to roll out a...
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