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Word-of-Mouth and On/Off Line Marketing

Idea posted: August 2013
  • Marketing
Institutions: Insper

Increases in online communities have led to behaviours that influence online activities, such as shopping, becoming more and more important for executives to understand if they want their businesses to flourish. One of these behaviours is word-of-mouth communication (WOM). In this Idea, the impact of WOM on consumption is analysed, with a discussion of those strategies that work and those that do not.

Idea #190
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Women’s Attitudes to Affirmative Action Programs for Leadership

Idea posted: January 2014
  • CSR & Governance
  • Leadership & Change
Institutions: Insper

What effect do affirmative action programs have on women’s attitudes to leadership? According to this Idea, when female employees perceive that their organization practices gender-based affirmative action, they are less likely to desire to attain leadership positions, even though these actions are designed to increase their access to such positions.

Idea #302
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