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How to Win a Price War

Idea posted: June 2014
  • Strategy
  • Marketing
  • Operations

Price wars are usually won by companies with the widest profit margins and the best cost structures — i.e. those that can afford to fight them. It is, however, possible for a business with a cost disadvantage to achieve victory. Much depends on the way a ‘campaign’ is carried out and planned. Sometimes strategic capabilities, not cost structure, decides the outcome.

Idea #403
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The Arctic Expedition - the Crow’s Nest. Cover illustration (detail) for The Graphic, May 1875, by Samuel Edmund Waller

Does Your Organization Need a Chief External Officer?

Idea posted: April 2014
  • CSR & Governance
  • Finance
  • Leadership & Change
  • Marketing
  • Operations

Many large organizations face challenges in managing the demands of external non-market environments — political and social aspects of their working environment. This Idea suggests the creation of a chief external officer and gives some guidance on how to ensure their success.

Idea #362
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Genius Bar at the Apple Store, Prince Street, SoHo, Manhattan, New York City, 2003 (Source: Wikimedia Commons)

Servitization: Implications for Sales and Marketing

Idea posted: January 2014
  • Marketing

In a business world where competition is higher than ever before, it has become increasingly difficult for firms to differentiate solely on products. That is why many firms have begun focusing on services too. This Idea looks at this trend, referred to here as ‘servitization’ and considers how you can ensure the shift to such sales is a successful one for your organization.

Idea #293
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At the market, Tajikistan, photo by Kate Dixon, 2008 (Source: Wikimedia Commons)

RET: Market Research in Real Time

Idea posted: December 2013
  • Innovation & Entrepreneurship
  • Marketing

As market researchers cannot follow customers around 24 hours a day, how else can they understand what sways them to buy certain brands? This Idea discusses a new research tool — real-time experience tracking (RET) — which seeks to capture how people respond to experiences and interactions with a given brand, all in real-time.

Idea #282
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Business woman draws modern business concept

New Priorities for Marketing Leaders

Idea posted: April 2013
  • Strategy
  • Leadership & Change
  • Marketing

The priorities of marketing leaders are rapidly changing. According to a report from Cranfield School of Management, improving marketing’s ability to work cross-functionally and building influence at Board level are currently two of the lowest priorities for marketing leaders. Could this pose a problem when it comes to long-term strategies?

Idea #130
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Shopping cart with green arrow

Embedding CSR and Sustainability: Marks & Spencer

Idea posted: January 2013
  • Strategy
  • CSR & Governance
  • Marketing
  • Operations

Using Marks & Spencer as an example, there are certain practices other organizations can similarly apply to improve focus on corporate responsibility and sustainability. The UK retailer has made a number of successful moves towards embedding social and environmental awareness and practices into its everyday strategic vision. In this Idea, these are analyzed and discussed, offering companies tips they can similarly apply.

Idea #039
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Satisfied customer

Failed CRM Initiatives and How to Avoid Them

Idea posted: January 2013
  • Strategy
  • Marketing

Customer relationship marketing (CRM) has become a big focus for companies in recent years, witnessing heavy investment in call centres, sophisticated database systems, online support services, etc. But despite these large-scale CRM investments, 55–75% of companies have failed to meet the expected returns. Why is this the case and, moving forward, how can managers ensure better results from their CRM initiatives?

Idea #099
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