Chiesa de Negri, Cosimo; Osuna I.; Salazar, R.; Tordera, J.; 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.
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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.
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Villanueva Galobart, Julián; Irisarri, J.M.; Campos, E.; Baz, F.
Digital terrestrial television (DTT) promises to revolutionize our airwaves, but as a new book implies, La TDT un negocio imposible (DTT: An Impossible Business), all may not be as great as planned. With the analog switch-off already underway, and complete closedown in Spain scheduled for April 3, 2010, how will the market be structured in terms of providers and advertisers? What programming will be offered? And who, ultimately, will benefit from this new technology?
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Mitchell, Jordan; Villanueva Galobart, Julián; Iniesta Pujante, Francisco
By 2007 Triumph seemed to be back on its tires after screeching to a halt in the 1980s. Tom Cruise made it his ride of choice in the Mission Impossible films, reviving its cult status the way Marlon Brando, Steve McQueen and James Dean had done in previous decades before him. So with brand awareness running so high, how could “consideration to buy” still be so low? A new case on Triumph road tests the “marketing of British steel.”
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Wiesel, T.; Skiera, B.; Villanueva Galobart, Julián
The basic financial statements - P&Ls and balance sheets - are not enough to help investors clearly understand a company's capability to generate value. The paper "Customer Equity: An Integral Part of Financial Reporting" recommends that companies start reporting "forward-looking customer metrics" by providing the value of their customer base and how it changes over time. This is especially important for companies whose customers are their main assets. As an example of why this is important and how it works, authors Thorsten Wiesel, Bernd Skiera and Julián Villanueva apply their model to the online movie rental service Netflix.
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Villanueva Galobart, Julián; Yoo, S.; Hanssens, D.M.
The answer to the question "How did you hear about us?" offers startling insights into how people become customers, and whether or not they will remain so. When companies fish for clients, they generally rely on two types of bait: word of mouth and marketing. Though marketing methods such as print and broadcast advertisements and direct mail add more short-term value, it is word of mouth - creating a buzz about a business - that works best for the long haul. A new paper on customer acquisition and customer equity growth by Julian Villanueva, Shijin Yoo and Dominique M. Hanssens explains why word-of-mouth methods - including referrals and mentions in magazines and newspapers - add nearly twice the value over the long term.
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Villanueva Galobart, Julián; Aced, C.; Armelini, Guillermo
As you read this article, some unsatisfied customer may be talking about your products and thousands of people around the world may be listening. In the new Web 2.0, anyone can broadcast their opinions via blogs, which adds momentum to the word-of-mouth (wom) opinions being shared about a company or product. Do you want to be shut out of this dialogue? As explained by IESE Professor Julián Villanueva and researchers Cristina Aced and Guillermo Armelini in the report "Corporate Blogs: An Option, Not an Obligation," it is important for a company to know that this conversation is taking place. However, it is not essential to have a corporate blog in order to benefit from the benefits of the blogosphere. The paper is an excellent guide for those who are thinking about creating a corporate weblog. Based on their analysis of 100 blogs of companies from the United States, Europe and Spain, the team addresses the questions that must be asked before setting up a blog and presents the rules that must be observed and the factors that lead to its success.
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Villanueva Galobart, Julián; Hanssens, D.M.
Marketing has long sought a "holy grail" metric to better explain how spending leads to success. While many metrics have been proposed over the years, the concept of Customer Equity ("CE") - recognizing customers as the primary source of cash flows - shows great promise. In the paper "Customer Equity: Measurement, Managment and Research Opportunities," IESE's Julian Villanueva and UCLA's Dominique M. Hanssens explore the potential CE offers for assessing return on marketing strategy, guiding budget decisions, and influencing firm valuation in capital markets. The study provides a compelling case for how CE can ultimately link customer relationship management and long-term financial performance.
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Villanueva Galobart, Julián; Armelini, Guillermo
The simple act of people communicating with each other is what ultimately grew high-risk startups like Hotmail, Skype and You Tube. Word of mouth is powerful and electronic word of mouth even more so because it's fast, persistent and can be measured. In the paper "Electronic Word of Mouth: What Do We Know About This Powerful Marketing Tool?" Julián Villanueva and Guillermo Armelini of IESE explain how to design an e-WOM strategy the will pump up sales thanks to tools such as blogs and "viral" marketing.
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Villanueva Galobart, Julián; Nueno Iniesta, José Luis
Through worldwide sales of its Office program, Microsoft managed to make all of the packaged software programs - not just the popular Word - global bestsellers. And by offering more than 25 types of credit cards, American Express has successfully broadened its client base. In highly competitive sectors, the traditional "marketing mix" is no longer enough. Professors Julián Villanueva and José Luis Nueno of IESE believe that capturing clients, focusing on them and keeping them happy - ultimately generating client value - is what leads to sales and profits. The technical note "Managing Client Value" offers a framework to measure and control clients, who are costly to acquire but profitable in the long term.
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