Strategies to Reach the Changing Consumer

Download IESE Insight magazine (Issue 32, Q1 2017) on customer-centric marketing.

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.

Elsewhere in the magazine:

• 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.

Plus: 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.