Nueno Iniesta, José Luis

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The Decline of Main Street, the Rise of Multichannel RetailPremium

Nueno Iniesta, José Luis

 

Six years into the economic crisis, companies have learned they must go wherever consumers congregate and engage them there. But there are reasons for the proliferation of new retail formats beyond the economic situation. This article reviews the factors that influence the way we shop today, and how different retail formats can be integrated into a multichannel strategy.

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Emerging Markets: What to Know Before You Go

Khanna, Tarun; Palepu, Krishna; Nueno Iniesta, José Luis; Liechtenstein, Heinrich; Groh, Alexander; Lieser, Karsten; Estrada, Javier; Añaños, Carlos; Servitje, Daniel

 

Annual consumption in emerging markets is estimated to hit a staggering $30 trillion by 2025. Such considerable opportunities make expansion into these markets a tempting proposition for many businesses. But before jumping onto a BRIC-bound bandwagon, make sure you really understand what's in store. Otherwise, say leading experts, your gold rush dreams are bound to get dashed.

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Wishbuuk App for Facebook: Sleeping With the Enemy?

Vivo Torres, Mayra; Nueno Iniesta, José Luis

 

Many brands see the great potential that social media networks present to their own e-commerce strategies. But in creating their own apps, they have to work within the existing frameworks of a select few players. This was the situation facing Wishbuuk, a Spanish platform designed for the Facebook environment, which risked getting swallowed up by the world's biggest gatekeeper. How should a start-up work around these digital arbiters?

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The Makings of a Relevant Brand

Nueno Iniesta, José Luis; Andreu, Gloria

 

Why are some companies more successful than others at achieving brand awareness? What role does the image of their country of origin play? IESE's J.L. Nueno and Gloria Andreu reflect on the ingredients that make a brand successful. Ultimately, those that triumph are better at meeting consumer needs. As such, your best bet for building a relevant brand is to anticipate consumer expectations and offer forward-looking solutions.

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Multichannel Sales, the Future of Retailing

Nueno Iniesta, José Luis

 

Physical stores are losing relevance, as consumers increasingly opt for online, mobile and social channels. However, as a new report on the retail sector asserts, this does not mean the end of physical stores; rather, they need be reinvented to adapt to the new context. IESE Prof. J.L. Nueno identifies the top trends and emerging models that will breathe new life into the retail concept.

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Kola Real: Giving Coke Competition in a Global Market

Nueno Iniesta, José Luis; Bazán, Miguel; Rodríguez, Silvia

 

Kola Real sits atop the rankings for carbonated drinks in many of the 14 markets where it is sold. But can it compete with the world's leading beverage manufacturers by 2020? This IESE case study explores what steps should be taken to achieve this goal without overstretching the small organizational structure.

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Vueling: Beyond Low Cost

Rodríguez, Silvia; Nueno Iniesta, José Luis

 

Low-cost airlines remain a serious threat to the major operators. Vueling, for example, is already the third largest airline company in Spain in terms of passenger numbers. But competition is intensifying in the sector and doubts are being raised as to the long-term viability of the low-cost model. Should a company like Vueling remain entrenched in an endless price war or is it time for it to evolve?

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No Bells, No Whistles: The Simple Case of Primark

Ziskind, Julie Michelle; Villanueva Galobart, Julián; Nueno Iniesta, José Luis

 

In the wake of the economic crisis, low prices have taken precedence over perceived quality. In the U.K. and Ireland, this is known as “the Primark effect,” so named after the bargain retailer there. A case study by Julián Villanueva, José Luis Nueno and Julie Ziskind analyzes how Primark changed brand attitudes, and the challenges that lie ahead.

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Teens Today, Young Adults in 2020Premium

Nueno Iniesta, José Luis

 

Based on the findings of an international study of teenagers, the author anticipates some of the main consumption patterns that will affect the business world in 2020. In particular, he notes that the center of gravity for the global economy is shifting away from developed economies and toward emerging markets.

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Marketing Strategies for a Digital Age

Nueno Iniesta, José Luis; Vila, Eva; Gómez Acebo, E.; Ferrer, J.

 

As Web 2.0 transforms the way we consume, advertisers and marketers are struggling to get to grips with the challenge of adapting corporate marketing to the digital age. A new paper coauthored with IESE Prof. José Luis Nueno stresses the importance of innovation and recommends a wide media mix aimed at maximizing the profitability of each and every euro spent.

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