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2016's Most-Viewed Insights from IESE's Business Knowledge Portal

 

Which articles were the most popular with our readership in 2016? To celebrate the year's close, we count down 10 ideas with impact, gleaned from IESE faculty's recent research. These 10 insights have the potential to change the way you approach business management today and in the future.

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A New Marketing to Save the World?

Nueno, José Luis

 

Move over, functional and aspirational marketing: it's time for transformative marketing to shine. In his book, José Luis Nueno argues that marketing's mission is no longer to showcase a product or service in order to sell it, but rather to support sustainable consumption based on realistic expectations in a scarcity society.

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Barcelona Sells: BCN Brand's Rapid Ascent

Oliver, Xavier; Sicart, Sara

 

Eternal summer? An urban, stylish lifestyle? What does Barcelona evoke for you? BCN Brand plays to the public imagination of the city of Gaudí and beauty on the beach, selling everything from colorful sneakers to fire extinguishers. The case study, "BCN Brand: Selling Barcelona Around the World," tracks the marketing moves and asks what comes next.

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Latest IESE documents

Documentos de InvestigacionesJóvenes y mayores

Oliver, Xavier

Documentos de InvestigacionesAJE GROUP: en busca del crecimiento perdido

Nueno, José Luis; Bazán, Miguel

Documentos de InvestigacionesBranded content

Villanueva, Julián; Ferrándiz, Luis; Soldado, Pilar

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