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Alloza, A.; Oliver Conti, Xavier
Try to leave the house without spending any money. Is this virtually impossible? We live in an age of consumption. In fact, as you read this text, you are consuming electricity, at the very least. We are also bombarded by offerings. Every day we must make countless decisions, such as: What should I eat for breakfast? What should I wear? Should I drive or take public transportation? In this ultracompetitive environment, brands are no longer just logos, but, in fact, a company’s primary value proposition.
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Oliver Conti, Xavier
In 2000, Frédéric Beigbeder shocked the world with his novel about the frivolity of the advertising industry as told by a former creative professional. Now it’s Xavier Oliver’s turn, as the former head of BBDO Spain has penned a new book that exposes the evils of an industry besieged by the cruelest aspects of capitalism.
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Armengol, Eva; Oliver Conti, Xavier
In October 2002, Larios Dry Gin, the leading gin in Spain and one of the best-selling brands in the world, was facing a number of challenges: a maturing industry, a deepening economic recession, steadily falling per capita alcohol consumption, and a more restrictive legal environment. In addition, competitor gin brands were rapidly gaining market share. What could Larios do to ensure success and hold on to its leadership position? Professor Xavier Oliver of IESE invites you to reflect on this issue in their case study "Larios Dry Gin."
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