With China's rapid rise to join the global superpowers, the country has aroused all sorts of suspicions. Pedro Nueno works to dispel old myths in his 2017 book, at the same time explaining why China may be the only country fit to challenge U.S. hegemony. Nueno also shares tips for negotiating and investing in the Asian giant.
Prats, Mª Julia; Amigó, Pau; Ametller, Xavier; Batlle, Adrià
What do established firms and startups have in common? They can both benefit from corporate venturing, says IESE's Julia Prats and co-authors. A 2017 handbook explains the nuts and bolts of corporate venturing for profitable growth.
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.