Spanish language
Subject category:
Strategy and General Management
Published by:
IESE Business School
Length: 5 pages
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Abstract
This is a Spanish version. When launching a new product for which no prototype exists, offering a goal prompt can help consumers make sense of ambiguous offerings. Romain Boulongne explains how his research on a new loan product aimed at entrepreneurs in disadvantaged urban areas yielded fresh insights for marketers and business strategists.
Subject category:
Strategy and General Management
Published by:
IESE Business School
Length: 4 pages
About
Abstract
This is a Spanish version. When launching a new product for which no prototype exists, offering a goal prompt can help consumers make sense of ambiguous offerings. Romain Boulongne explains how his research on a new loan product aimed at entrepreneurs in disadvantaged urban areas yielded fresh insights for marketers and business strategists.
Related
Subject category:
Strategy and General Management
Published by:
IESE Business School
Length: 4 pages