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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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Hindustan Unilever's Shakti Programme

CSR: Creating Value through Partnerships

Idea posted: January 2013
  • Strategy
  • CSR & Governance
  • Leadership & Change
  • Marketing
Institutions: IMD

Corporate Social Responsibility initiatives have overcome the stigma of being a distraction; something to be suffered. Smart companies now recognise CSR as an opportunity to significantly strengthen their businesses – while building and renewing human, social and natural wealth. Finding the right partner is absolutely critical to the success of a CSR strategy; and there are steps that can be taken to ensure a partnership co-creates value for both business and society.

Idea #071
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