Strategies to Reach the Changing Consumer

IESE Insight 32

Tech is changing how we do business. Break out of your bubble and learn to manage better in a digital age. Julián Villanueva and Luis Ferrándiz explain the best practices and missteps on the Stairway to Digitalization. Íñigo Gallo and Claudia Townsend highlight the critical differences between how material and experiential goods are evaluated and consumed. Bernd Skiera and Daniel M. Ringel describe how they used clickstream data to yield information on customer behavior better than traditional market research. Adrián Caldart, Alejandro Carrera and Magdalena Cornejo reveal which tasks executives actually spend their time on. Ian Goldin and Chris Kutarna draw parallels between the past and present to suggest what business leaders can do to address the big, enduring shifts of our time. SEAT Chairman Luca de Meo discusses innovation and the future of mobility. Executives weigh up a business proposition for the legendary Abbey Road Studios. And Joaquim Vilà derives lessons for innovation from professional illusionist José-María de la Torre.