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How a Marketing Doctrine Overcomes the Flexibility Vs Consistency Conundrum

Idea posted: February 2016
  • Strategy
  • Marketing

Diversified or decentralized firm face a conundrum: How do you ensure that marketing decisions are consistent across the entire company without undermining the flexibility required to tailor marketing decisions to local circumstances? The answer: A marketing doctrine based on unique principles that guide without dictating. 

Idea #584
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Six Skills for the Social Media-Literate Leader

Idea posted: May 2015
  • Strategy
  • Innovation & Entrepreneurship
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

A scholar and an Executive Fellow from the Drucker School of Management present a six-dimensional framework of what they call ‘organizational social media literacy’. It outlines critical capabilities — from creating content and managing the flow of information to spreading social media competence throughout the organization and creating a social media infrastructure — that today’s leaders and their organizations must master to capitalize on the full potential of social media.

Idea #503
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