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Digital and e-Commerce initiatives: present and future 

Date: 20/09/2016 Author(s): Capizzani, Mario; Foncillas, Pablo Document type: Study and Monograph This study forms part of the research paper series promoted by IESE's department of Industry Meetings on the occasion of the 2nd E-Commerce Meeting. The aim of this work is to measure the level and degree of penetration of e-commerce in five European countries: Spain, France, Italy, Germany and the United Kingdom. The results reflect the responses ... More information Read related article

Marketing colaborativo: cómo aprovechar a nuestros clientes para transformar el negocio 

Date: 17/03/2015 Author(s): Capizzani, Mario; Foncillas, Pablo Document type: Non-refereed article Cada vez más consumidores desean "codiseñar" junto a otros consumidores, y también con las marcas, los productos, servicios y experiencias que ellos mismos van a consumir. Esta es la premisa central de la que parte el llamado "márketing colaborativo", aquel en el que la empresa ocupa una posición central asumiendo el rol de facilitador en las interacciones, ... More information

How to Make Online Reviews Work for You  Premium

Date: 17/03/2014 Author(s): Shanmugam, Ravi; Capizzani, Mario; McQuarrie, Edward F.; McIntyre, Shelby H. Document type: Non-refereed article This article delves into the reviewsphere, and in particular the review site, Yelp. Based on the authors' studies of this and other such platforms, they build up a picture of who online reviewers are and what motivates them to write. They observe certain status-seeking behavior on the part of some online reviewers -- people who desire an audience, ... More information Read related article

Retail in Latin America: Trends, challenges and opportunities 

Date: 04/2012 Author(s): Capizzani, Mario; Ramirez Huerta, F.J.; Rocha e Oliveira, Paulo Document type: Study and Monograph This study summarizes recent trends in retail in Brazil, Mexico, Argentina, Colombia, Chile and Peru. The paper begins by reviewing recent economic indicators and continues by analyzing the specific retail trends. First, we look at trends related to the shopping experience, including store size, store format, location, product mix, private labels, ... More information Read related article

Consumer credit in Latin America: Trends and opportunities in credit and store cards 

Date: 04/2012 Author(s): Capizzani, Mario; Ramirez Huerta, F.J.; Rocha e Oliveira, Paulo Document type: Occasional Paper Emerging consumers commonly rely on their "virtual wallet" at small-scale retailers, who essentially offer a type of informal credit by allowing regular customers to make up these small differences on their next shopping trip. This is a critical service for this consumer group, since having to remove purchases at the time of payment is considered extremely ... More information Read related article

Emotional Cues That Work Magic on Customers  Premium

Date: 15/06/2011 Author(s): Andrade, Eduardo B.; Capizzani, Mario Document type: Non-refereed article Marketers have long understood that emotions play an important role in consumer decision making. But, as the latest scientific evidence suggests, their influence is much more nuanced and complex than many are aware: subtle emotional reactions are often more persuasive than intense ones; short-lived emotions can have lasting effects; the experience ... More information Read related article
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