In the United States, when you talk about coffee, you talk about Starbucks. The surprising American coffee shop chain is on the road to achieving what its main driver and strategy director, Howard Schultz, proposed one day: to become the most well-known and respected brand on the planet. Based on a... Continue reading

It is one of the reigning companies in terms of personalization… “Create your Own Jeans” is the slogan behind Levi’s strategy, and it has been met with wide acceptance, especially among young customers. The idea is that, whatever the customer’s style (from the most... Continue reading

Abstract For decades, the product and its promotion have been the foundations on which companies have developed their sales strategies. Currently, there is a confrontation in the business world between policies that are oriented towards the product and strategies oriented towards the customer.... Continue reading

Abstract The loyalization budget cannot be invested indiscriminately, but rather in the customers of high-value for the company. Loyalization is one of the most used concepts in the marketing field, but also one of the worse used. The most commonly used loyalization actions, based on points... Continue reading

September 11th: a fateful day whose economic consequences dragged out over several months and caused a chain of disasters for many sectors. In the hotel sector, occupancy fell 10 points and, although it was a general crisis for everyone, for NH it coincided with the acquisition of two chains in... Continue reading