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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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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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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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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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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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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Nueno Iniesta, José Luis; Vila, Eva; Gómez Acebo, E.; Ferrer, J.
The recession has changed the habits of consumers, who are now far more price sensitive. What can manufacturers and distributors do to emerge from this situation on top? According to the second installment of the study “Understanding and Overcoming the Crisis,” advertising and innovation are the keys.
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Nueno Iniesta, José Luis; Vila, Eva; Cazorla, Víctor
The recession has reshaped consumer habits, making price-sensitive shoppers reach for generic brands, and they are opting to stay at home rather than go out. To offset these changes, companies have little choice but to differentiate themselves through greater innovation. And think twice before cutting back on advertising spend: there are potentially better opportunities today than there were three years ago.
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Nueno Iniesta, José Luis
The rise of private labels, reduced choice and disruptive business models are giving traditional brands a run for their money. Given the extent to which brands impact competitiveness, IESE Prof. José Luis Nueno recommends what companies can do to tackle these challenges and reinforce the power of their brands, particularly in Europe.
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Nueno Iniesta, José Luis; Reutskaja, Elena
When is a building more than a building? And what effect can a spectacular architectural creation have on the economy of its urban home? Emblematic buildings can bring economic, socio-cultural, environmental, touristic and commercial impact to a city or region, and define a city itself. These buildings and their impact warrant a closer look.
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