Marketing & Consumers
Category Archive

“I Can’t Help You:” The Dangers of Employees Disablement in the Social/Media Era

January 19, 2015 • STRATEGY & MANAGEMENT, TECHNOLOGY, Global Business, Marketing & Consumers, Digital Transformation, Social Media, Surdak on TechnologyComments (0)

By Christopher Surdak The quality of customer service has been steadily declining in recent years, but now that increasing digitisation has shifted more power to the consumer. Christopher Surdak demonstrates that bad service can, and will, become detrimental to companies. You might also like: Big Data: Big Deal or Big Hype? Reinvention: Critical to Business

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Preparing for Uncertainty: How to use Creaction at Work

January 19, 2015 • STRATEGY & MANAGEMENT, OPERATION, Global Business, Marketing & Consumers, Business Process, Strategic SpotlightComments (0)

By Len Schlesinger and Charles Kiefer In an excerpt from their book, Just Start: Take Action, Embrace Uncertainty, Create the Future, the authors Len Schlesinger and Charles Kiefer demonstrate how you can change the status quo and implement Creaction (a blend

Global Brand Power Experiential Positioning of A Brand

November 18, 2014 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Barbara E. Kahn Building a strong global brand is all about creating that unique position in the market. Here Barbara E. Kahn illustrates the make-or-break importance of identifying a brand’s appropriate competitive set and reaching out to the right

From Great to Gone

July 17, 2014 • STRATEGY & MANAGEMENT, INNOVATION, Marketing & Consumers, Emerging IdeasComments (0)

By Peter Lorange and Jimmi Rembiszewski New consumers demand a new breed of innovations in the products and services they are using. Below, Peter Lorange and Jimmi Rembiszewski discuss growth and profitability, and argue that firms and societies must be

Building Capabilities in Segmentation Implementation

May 22, 2014 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (1)

By Adina Poenaru, Paul Baines, and Hugh Wilson Segmentation is central to marketing strategy but implementing it is fraught with challenges. In this article, Paul Baines, Adina Poenaru and Hugh Wilson explain why managers should reconsider the use of

Designing Luxury Experience

May 21, 2014 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (6)

By Vadim Grigorian and Francine Espinoza Petersen In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates from work developed with and/or for mass brands. Luxury brands are

Marketing Strategies for a Digital World

March 4, 2014 • TECHNOLOGY, Marketing & Consumers, Social MediaComments (0)

By Eric Greenberg and Alexander Kates In an increasingly digital age, organizations are being rapidly educated about the importance and scale of digital channels, and the colossal impact these platforms have on the modern consumer. Below, Eric Greenberg and

Cross-Border Flows and Client Services

March 3, 2014 • SPECIAL FEATURES, Global Business, Marketing & ConsumersComments (0)

By David Bartlett, RSM International This article examines the impact of cross-border flows on client demand for accounting and consulting services. The findings of this study were presented at the RSM World Conference in Amsterdam in October 2013. You might

The HUMAN Brand: How We Relate to People, Products and Companies

November 8, 2013 • SUSTAINABILITY & ETHICS, Marketing & ConsumersComments (0)

By Chris Malone & Susan T. Fiske Social science research tells us that over 80 percent of our judgments can be predicted by fundamental warmth and competence perceptions. Below, Chris Malone and Susan T. Fiske discuss how the application of warmth and

A Framework for Organizational Storytelling

November 8, 2013 • STRATEGY & MANAGEMENT, Marketing & Consumers, Emerging IdeasComments (2)

By Janis Forman Taken from chapter 2 of Storytelling in Business: The Authentic and Fluent Organization, this excerpt focuses on the importance of authenticity, the foundational element of the book’s research-driven framework for organizational