Chiesa de Negri, Cosimo; Paniagua Granados, Francisco Javier; Salazar, Rafael; Tordera, Juan José; Villanueva Galobart, Julián
Over half of companies are seeing the same revenue or less than what they did five years ago, and in a fifth of cases, the decline is more than 25 percent. The companies most affected have been those innovating the least in their sales networks during the economic crisis, according to a survey coordinated by IESE's Cosimo Chiesa and Julián Villanueva.
Read article 
Armelini, Guillermo; Villanueva Galobart, Julián
In their attempts to maximize the impact of their campaigns by using online and social media channels, advertisers should not give up on traditional mass media like television. Indeed, as Julián Villanueva and Guillermo Armelini explain, traditional advertising may hold the key to sparking electronic word of mouth (e-WOM) or viral marketing.
Read article
Villanueva Galobart, Julián; Ziskind, Julie Michelle; Armelini, Guillermo
Although most brands have ventured into Web 2.0 marketing, doubt and caution are the watchwords, as reflected in advertising budgets. Major brands are no exception. Coca-Cola España, for instance, reformulated its online strategy in 2011, in a bid to prepare for the branding wave of the future.
Read article
Gallo, Antonio; Orihuela, José Luis; Paniagua Granados, Francisco Javier; Villanueva Galobart, Julián; et al.
Sixty-four percent of Spanish companies already include social networks in their marketing and communication strategies, although many doubts remain about their actual impact on sales. Furthermore, most are unclear on which strategy to adopt and how to assess one's online reputation. In other words, companies have started hearing but they are still not sure what to make of it.
Read article
Ferrándiz, Luis; Fernández-Velilla, Rosa; Villanueva Galobart, Julián
As essential as social media have become to marketing, other virtual tools should not be overlooked. A new paper coauthored by IESE’s Julián Villanueva argues that “traditional” tools, such as search engine optimization (SEO) and search engine marketing (SEM), are still excellent instruments for boosting sales and strengthening business.
Read article
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.
Read article
Armelini, Guillermo; Villanueva Galobart, Julián
A comparison of advertising and word of mouth shows that social media obey very different rules from traditional advertising. The authors recommend how to define a social media plan, citing examples of companies that got it right – and those that got it wrong.
Read article
Chiesa de Negri, Cosimo; Osuna, Ignacio; Salazar, Rafael; Tordera, Juan José; Villanueva Galobart, Julián
When sales fall, companies must explore new markets. And what better way to do so than through indirect sales networks? These networks allow companies to minimize both costs and risks. However, as a new IESE study reveals, many companies using indirect sales networks remain unconvinced of their benefits, suggesting that there is significant room for improvement.
Read article
Chiesa de Negri, Cosimo; Osuna, Ignacio; Salazar, Rafael; Tordera, Juan José; Villanueva Galobart, Julián
A recent survey of Spanish sales networks shows that nearly a third did not hit their targets. But rather than seeking to improve their operations in order to recover the clients they’ve lost, their main reaction has been to seek out new clients. This study analyzes how commercial networks might better manage their existing capabilities.
Read article
Armelini, Guillermo; Villanueva Galobart, Julián
If you were looking to choose an Internet service provider, which would you trust more: a recommendation from a friend or an ad? Probably your friend. Recognizing the huge impact of word of mouth, Julián Villanueva and Guillermo Armelini set out to measure the value of customer referrals on consumer behavior.
Read article