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St. Augustine Departing for Milan, detail from a fresco in the apsidal chapel, Sant'Agostino, San Gimignano, by Benozzo Gozzoli, 1464-65

How to Keep Clients When a Linchpin Leaves

Idea posted: February 2014
  • Strategy
  • CSR & Governance
  • Leadership & Change
  • Marketing
Institutions: INSEAD

Losing clients can be a serious risk when a key member of staff leaves, particularly in the creative and professional-services industries. Including non-compete clauses in employee contracts has, so far at least, proved an ineffective mitigation strategy. Is ‘multiplexity’ — increasing the number of ‘human ties’ between client and company — the ‘optimal’ solution? Only, finds new research, in certain circumstances.

Idea #330
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Paid-for Online Product Reviews: The True Price

Idea posted: September 2013
  • CSR & Governance
  • Marketing

Increased awareness of the power of online word of mouth (WOM) in marketing means many companies now offer people financial incentives to write reviews of their products and services. But this could be a short-sighted strategy. Recent research suggests that knowing a review has been ‘solicited’ leads to negative pre-conceptions about products among potential consumers – and that these could prove quite hard to reverse.

Idea #222
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Children showing a Koh-Kae can (Source: Wikimedia Commons)

Healthy Bottom Lines – Food Marketing and Obesity Prevention

Idea posted: August 2013
  • CSR & Governance
  • Innovation & Entrepreneurship
  • Marketing
Institutions: Cornell University, INSEAD

Food marketing has a profound — and complex — influence on consumers and is often blamed for the (increasingly global) obesity epidemic. Food companies are not in business to make people fat, however. They’re in business to make money. Research into the effects of the ‘4 Ps’ of marketing — ‘price’, ‘promotion’, ‘product’ and ‘place’ — on food consumption suggests there are profitable changes they could make to help people eat more healthily.

Idea #188
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Win-Win Negotiation to Create Long-term Value

Idea posted: March 2013
  • Learning & Behaviour
  • Marketing
  • Operations
Institutions: INSEAD

Negotiations need to be about more than just money. By playing ‘hardball’ businesses can do irreparable damage to long-term relationships and destroy trust that has taken years to develop. There is a change in approach amongst large organizations looking to create long term value by creating true partnerships with suppliers and customers.

Idea #103
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