Embracing Direct to Consumer in the New Reality of Retail
The confinement measures and temporary closure of many stores at the onset of the pandemic combined with ongoing social distancing rules have put the survival of brick-and-mortar shops into serious question. What alternatives do retailers have in the new reality of shuttered stores? Where do direct-to-consumer (DTC) approaches come in?
In this session, Prof. José Luis Nueno will discuss with Prof. Mike Rosenberg the current situation in retail, the product categories that may not survive, and how e-commerce may evolve in the coming months. He will then provide the keys to developing a DTC strategy to transform your business model, reach your customers, and successfully navigate this intense disruption in retail.
José L. Nueno is a professor in the Marketing Department and Intent HQ Chair on Changing Consumer Behavior at IESE Business School. He holds a PhD in Business Administration (Marketing) from Harvard University, an MBA from IESE and a degree in law from the Universitat de Barcelona. Additionally, he is a numerary member of the Royal European Academy of Doctors (RAED).
His areas of interest include distribution channels and manufacturer/distributor relationships. He has published articles on globalization, the marketing of consumer and luxury goods and relationship marketing. He has taught at several business schools, including on INSEAD's elective course on Industrial Marketing. He was a visiting professor at the University of Michigan and has taught on joint programs with the University of Michigan and IESE in Vevey, Switzerland, and Shanghai. Prof. Nueno participates in programs across Latin America, the most recent of which were held at IPADE in Mexico and INCAE in Costa Rica. In 2003 he was part of the faculty team for Harvard Business School's AMP Middle East Program and the Strategic Program for Retail Managers.
Prof. Nueno has directed sessions for executives in over 100 corporations and has been a speaker at many industry meetings and conferences, including those organized by HSM Expomanagement in Madrid, Buenos Aires and Mexico.
He is the author of a number of articles published in the Sloan Management Review, Business Horizons and the International Journal of Research in Marketing. He has also penned articles on marketing for a variety of academic publications. His most recent books are ¿Por qué comercia tan poco el comercio electrónico? (Why Does the Electronics Industry Engage in So Little Marketing?, 1999), Gestión de precios (Price Management, 1998), Consumidor al filo del siglo XXI (The Early 21st Century Consumer, 1998), Comunicación al filo del siglo XXI (Communication in the Early 21st Century, 1999), La naturaleza del gasto (The Nature of Spending, 2004), Las claves de la innovación (The Keys to Innovation, 2005), El consumidor maduro en España (The Mature Consumer in Spain) (2005), Experiencia de Compra (Shopping Experience, 2010), El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal (The Decline of Main Streets and the Birth of the New Multichannel Order, 2013), El regreso del consumidor (The Consumer is Back, 2014), Expectativas en la era de la escasez (Expectations in the Era of Scarcity, 2015), ¿Puede el marketing salvar el mundo? (Can the Marketing Save the World?, 2016) and Directo al consumidor. Bienvenidos a 2025. Cuando los Millennials manden (Direct to consumer. Welcome to 2025. When Millennials rule. 2020).
Prof. Nueno is a member of the boards of directors of a number of leading international companies (listed and not listed). He is also a corporate consultant (since 1986 he has worked on behalf of more than 160 global clients on more than 230 projects), and advises national and international corporations in the areas of marketing and strategy.
Mike Rosenberg is a Professor of the Practice of Management in the Strategic Management Department of IESE Business School. He began teaching part time in the MBA and Global Executive programs in 1999 and joined the faculty on a full time basis in 2003.
Professor Rosenberg lectures in IESE's MBA and Executive Education programs where he teaches strategy, geo-politics, and sustainability and publishes a weekly blog on these topics under the title Doing Business on the Earth.
His first book is an exploration of the link between business and the environment titled Strategy and Sustainability (Palgrave Macmillan, 2015) and looks at the issue more from the perspective of business executives rather than that of environmentalists. The second book is titled Strategy and Geopolitics (Emerald, 2017) and is written to encourage business leaders to pay more attention to what is happening around the planet. Both books offer his own frameworks for looking at these two issues.
From 2004-2009, Professor Rosenberg also managed IESE's International Executive Education Unit and is currently the Academic Director for the Advanced Management Program in Media Entertainment and has co-edited Managing Media Businesses (Palgrave Macmillan, 2017) which is based on the course. Rosenberg is also Academic Director of a short course called Leading in a Matrix Organization at IESE's campus in New York City as well as a number of Custom Programs for corporate clients of the school.
Prior to joining IESE Business School, Rosenberg was the Automotive Practice Leader of Heidrick & Struggles and before that he spent 15 years as a management consultant in Europe, North America and Asia for A.T. Kearney and for Arthur D. Little, primarily in the automotive sector.Professor Rosenberg received his PhD. from Cranfield University, an MBA from IESE Business School, and a Bachelor of Science (Naval Architecture) from the University of Michigan at Ann Arbor.