Seminario: Cómo ser agente de cambio y autor del futuro

By | Septiembre 4th, 2016|

En una sala repleta de público y transmitiendo en vivo a todo el mundo, la clase ejecutiva llevó a cabo el primer seminario webinar internacional llamado "cómo ser agente de cambio y autor del futuro", dictado por el profesor PhD Michael Leatherbee. La clase ejecutiva es una alianza entre la Pontificia Universidad Católica de Chile, [...]

Ethnographic Research Method for Business Applications

By | Agosto 30th, 2012|

Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, under what circumstances is advantageous to use, the limitations and some recommendations to have the best understanding. The inspiration starts with the successful experience of Hyundai and the use of their own ER method called “Touch [...]

Chile es el país más innovador de América Latina según la OMPI

By | Julio 16th, 2012|

Sin embargo, el informe revela que la mayoría de países latinoamericanos tienen niveles de innovación más bajos que otros con el mismo PIB per cápita. La mayoría de países latinoamericanos tienen niveles de innovación más bajos que otros con el mismo Producto Interno Bruto (PIB) per cápita, si bien existen algunas excepciones, como Chile, que es [...]

Innovation in the insulin´s industry: Eli Lilly & Pfizer

By | Julio 10th, 2012|

Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in the introduction of what was supposed to be priced premium innovative products like the 100% pure synthetic insulin “Humulin” or the inhalable insulin “Exubera” and make the correspondent recommendations for the future develop of the firms. [...]

Pfizer´s Exubera: Changing the strategy, looking for new customers

By | Junio 28th, 2012|

As we saw in the Eli Lilly case, the company tried to sell products like the synthetic insulin Humulin, where really there was no market that has willing to pay premium prices, no pain found, and as Adams (2002) tells us, first we have to validate the market and ask what product customers want. In this [...]

Shifting the basis of competition: The DoCoMo opportunity

By | Junio 25th, 2012|

The company DoCoMo built their strategy for its “i-mode” service around some competitive advantages related with the exclusiveness and restricted access of their for-subscribers content. One main difference form other mobile carriers was that this content was provided by third party partners.   Another brilliant decision was to use young people as initial target customers, because [...]

The amazing iPod: “Open the pod bay door, HAL”

By | Junio 20th, 2012|

It´s amazing how the iPod was developed. We can make the questions, what drives an innovative product?  The technology, the idea, the adaptation to the need of the potential customers? Maybe it´s all of it. The insights that Steve Jobs gives us can bring some lights. Innovation it´s not a process, it comes from the passion [...]

Looking for Competitive Advantages: The Schwab Company

By | Junio 3rd, 2012|

The company Schwab has faced diverse threats and opportunities within its life. The first one was in 1975 when the government deregulated the brokerage commissions, permitting the companies to change their strategies on how they competed increasing the rivalry of the existing companies or the potentially new ones (Schilling, 2008). Schwab took advantages of this, providing [...]

Crossing the chasm: Choosing the right market for Color Kinetics

By | Mayo 17th, 2012|

In the year 1999 the LED technology had some difficulties remaining to the product itself, like being expensive, difficult to install, not very bright and not come in white lightning. But by the other hand, had some interesting and unique characteristics like having rich saturated colors, could be programed to run automatically in sequence of changing [...]

The Genzyme case: Beyond innovation

By | Mayo 10th, 2012|

The company Genzyme and their starting product Ceredase are clear examples of a firm that went beyond innovation, reaching the status of a real entrepreneurship firm. The company started its operation in the year 1981, and was formed by a group of scientist that worked investigating genetically inherited enzyme diseases. In further years they generated excellent results, [...]