Mapping Human Behavior for Business

By Alexander Bentley, Mark Earls and Michael J. O’Brien Brand data often show that “I’ll have what she’s having” is a better default setting than...

Good Profits and Growth How Net Promoter Helps Companies Thrive in a Customer-Driven World

By Fred Reichheld, Rob Markey and Andreas Dullweber Companies are now finding that the only path to sustainable growth lies through “good profits” and long-term...

The Need For Reputation Management Capabilities

By Daniel Diermeier Maintaining a strong reputation is critical for a company’s sustained success. Yet, almost every day a new crisis makes the headlines. These...

Hidden Needs Analysis: Creating Breakthrough Products

An Interview with Keith Goffin The clear identification of customer needs is a fundamental part of successful innovation and most organizations aim to develop a...

Underdog Branding: Why Underdogs Win in Recessions

By Neeru Paharia, Anat Keinan, and Jill Avery In response to difficult economic and social realities, firms can successfully both inspire, and increase their appeal...

Why Emotions Are as “Soft” as Gold Bars (Making Money)

By Dan Hill For brand-oriented consumers and leaders as well as your average worker, emotions matter. Emotions are central, not peripheral, to both marketplace and...

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