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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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Solar-powered Camel Fridge System, Nomadic Communities Trust (Source: Wikimedia)

Reverse Innovation: Ideas from Emerging Countries

Idea posted: April 2013
  • Strategy
  • Innovation & Entrepreneurship
  • Marketing

Emerging markets are usually coveted for the potential customers they represent — perhaps hundreds of millions of new consumers who are looking (or will be looking in the near future) for products to buy.  Most companies, however, develop products for developed markets first and then adapt them to the emerging markets. Research conducted by two professors from Dartmouth’s Tuck School of Business reveals a new strategy that reverses the traditional flow of innovation. This new strategy calls for developing products that are adopted first in emerging markets and then adapted for

Idea #127
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3:10 to Yuma, is a 2007 production directed by James Mangold produced by Cathy Konrad, starring Russell Crowe and Christian Bale, distributed by Lionsgate Films and Columbia Pictures

Leadership: Beyond the Western Model

Idea posted: January 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Understanding and relying on traditional Western models of leadership alone is no longer sufficient in a world where most companies operate globally. Progressive organizations need to accommodate cultural differences and approaches to leadership. It is crucial that their managers learn to understand and adapt to this and work hard to acquire the competencies needed to prosper. 

Idea #055
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1957 Oldsmobile Starfire 98 Coupe, detail from advert in Life Magazine April 1957

How Customers Watch What Others Buy

Idea posted: September 2013
  • Marketing

While consumers (and the marketers who market to them) believe that purchasing decisions are based on a combination of emotional and rational factors, a research team from the Kellogg School of Management at Northwestern University and The Wharton School of the University of Pennsylvania identify a more basic motivation that pushes people to buy: they look at what others around them are buying. 

Idea #223
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Last Call for Social Media Sceptics

Idea posted: January 2013
  • Innovation & Entrepreneurship
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Social media sceptics have all but scurried back into the woodwork. The game is up and the die cast: social media is here to stay. Each week the ‘fad’ seems to blow open a new way of doing things in a different industry; democratizing our flow of ideas even further. The scope of opportunity for science, art, and business here – seems infinite. But what role can leadership play to facilitate those opportunities and create value for their organizations?

Idea #062
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Communicating Multiple Roles through Social Media

Idea posted: January 2013
  • Innovation & Entrepreneurship
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Communications executives are surely the experts on using social media to create value in large organizations. This Idea shares the results of a large survey on social media use in the communication profession, specifically looking at the increasingly common practice of executives using multiple social media profiles or personas to achieve diverse goals.

Idea #070
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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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Enthusiastic employees

Turning Employees into Brand Champions: Leadership Style Makes a Difference

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

It is crucial for managers to develop brand-building behaviours on the part of employees. The leadership style they adopt to do so will affect how well this is done. This Idea suggests that a high level of transformational leadership, combined with a moderate level of transactional leadership will be most effective in maximizing employees’ internal motivation to engage in brand-building behaviour.

Idea #035
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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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Samurai at a Waterfall, 19th Century Japanese Woodblock Print, Fuji Arts

Grapes of Wrath: How Self Control Leads to Anger

Idea posted: January 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
  • Operations

Does making a healthy food choice make us angry? In an important piece of consumer research, a relationship is found to exist between exerting self-control, and a preference toward ‘themes of anger’ in e.g. entertainment. This mismatch - getting irritated by our own self-control - has far-reaching implications for marketers and policy-makers as we try to further understand consumer behaviour.

Idea #034
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Global Sales Teams and the Impact of National Culture

Idea posted: February 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
Institutions: HEC Paris

As international sales forces become more prevalent companies need to standardize their sales force management controls across national borders. This research looks at how the effectiveness of sales force control models is influenced by national culture, and how sales team managers need to understand and balance cultural influences that promote behaviour controls over outcome controls.

Idea #101
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Women jumping in the water

Business Relationships: Test the Water or Take a Leap of Faith?

Idea posted: March 2013
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Professional relationships built slowly and consistently over time are more likely, in the long run, to be more stable, robust and cohesive. When embarking on a new relationship with a client, co-worker, or employee - we can fast-track that solidarity with early, frequent and consistent interactions to create a sense of momentum.

Idea #002
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Marriage à la Mode, William Hogarth, 1743-1745, National Gallery London (Source: Wikimedia)

Socially Aware, Media Savvy: Social Media Strategy

Idea posted: March 2013
  • Strategy
  • Marketing
Institutions: Henley Business School

Social media offers both great opportunities, and also challenges, to businesses. For those that embrace social media – by adopting the right strategy – risks can be averted and rewards unlocked. Using a simple framework to create an effective strategy for social media can enable your company to enjoy its benefits.

Idea #111
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The Impact of Technology and Social Media on Sales Relationships

Idea posted: March 2013
  • Strategy
  • Marketing

Technology, and especially social media such as Facebook and LinkedIn, has fuelled an ‘always on’ culture. The pervasiveness of social media is fundamentally altering the methods through which buyers and sellers interact — salespeople feel obliged to respond immediately to communications from anywhere in the world, at whatever time. Potentially there is a revolutionary change in the way contemporary selling is conducted, driven in large measure by social media technology.

Idea #112
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Peasant Wedding Dance, Pieter Brueghel the Younger, 1623 (Source: Wikimedia)

Tap Outside Communities for Innovations

Idea posted: April 2013
  • Innovation & Entrepreneurship
  • Marketing

While companies, especially larger companies, invest a significant slice of their budgets on R&D, researchers are demonstrating that breakthrough innovation and ideas often come from outside the organization — specifically from communities of product users and amateurs in the field. For Wharton professor of management Ethan Mollick, a leading authority on the topic, Apple’s App Store is the latest example of the power of user communities.

Idea #120
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Ximending District, 2013, Taipei, Taiwan

Consumers/Brand Relationships and Fair Treatment

Idea posted: April 2013
  • Marketing

Different brands have different relationships with their customers, just as social relationships differ among people (casual friendships, committed relationships, etc.) Some relationships are strictly transactional; in the case of brands, customers expect value for money, and little else. Other relationships are more of a partnership; customers expect the brand to ‘care,’ just as caring is a component of certain social relationships. New research from the Rotman School of Management and Duke University’s Fuqua School of Business advances the concept that brand relationships mirror social

Idea #129
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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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Twitter- 1000 Words / Shutterstock.com

How Twitter Levels the Information Dissemination Playing Field

Idea posted: May 2013
  • Strategy
  • Finance
  • Innovation & Entrepreneurship
  • Marketing

All businesses want to increase their visibility, but for small businesses this is even more of a concern. Could Twitter be the key to getting your firm noticed by investors? According to new research, small businesses that use Twitter to communicate with investors may experience an increase in the demand at market value of their stocks, helping to level the playing field between them and larger firms.

Idea #140
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I am half-sick of shadows, said the Lady of Shalott', William Waterhouse, 1916 (Source: Wikimedia Commons)

Homeworking Beats Outsourcing: a 6 Step Model

Idea posted: May 2013
  • Strategy
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
  • Operations
Institutions: Henley Business School

The use of homeworkers as call centre operatives can benefit both businesses and homeworkers. For companies, common advantages include cost savings, increased flexibility, reduced absenteeism and improved customer satisfaction. But there are also potential problems to overcome. By adopting a six-step model, business leaders can plan homeworking projects effectively, identifying the key areas they need to address.

Idea #142
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The Chinese Business Leaders of the Year pose for a group photo, Horasis Global China Business Meeting, 2011 (Source: Wikimedia)

Developing Business Leaders in China

Idea posted: January 2013
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

A critical way of developing more effective leaders for China-based companies is through lessons based on events they experience. By paying attention to which events or on-the-job experiences are the most developmental, Chinese companies can help their leaders grow and maintain a broader talent pool.

Idea #054
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Chinese Folk Art (Source: Cultural-China.com)

Chinese Philosophy: Lessons for Western Leaders

Idea posted: January 2013
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Some of the limitations in Western leadership theories can be overcome by using classical Chinese philosophy as a mirror to hold up against them. Chinese philosophy offers a different way of thinking, focusing more on relationships than the leader in isolation. These ideas can help find alternatives to current leadership models. 

Idea #065
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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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Business people negotiating

Precise First Offers in Negotiations Vs Rounding

Idea posted: June 2013
  • Marketing
  • Operations

Negotiators will typically use round numbers in their first offers. Research from Columbia Business School shows, however, that beginning with precise rather than rounded numbers gives negotiators, whether buyers or sellers, an edge.

Idea #153
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People with children stand in queue to oceanarium at shopping mall RIO at Moscow Dmitrovsky highway

How Checkout Lines Affect Consumer Purchases

Idea posted: July 2013
  • Learning & Behaviour
  • Marketing
  • Operations

While retailers know that lines or queues are inevitable, new research shows just how much impact a long line can have on purchase behavior. The research, conducted by a team from Duke University’s Fuqua School of Business and Columbia Business School, also demonstrates that, contrary to the accepted wisdom, short lines each served by one checkout clerk is better than one line served by several clerks.

Idea #169
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Sales in Poznań, December 2011 (Source: Wikimedia Commons)

Myopic Pricing Strategies Lose Seasonal Sales

Idea posted: July 2013
  • Marketing
  • Operations

Dynamic pricing involves setting different prices at different times of the buying season. One of the complexities of dynamic pricing strategy is managing ‘strategic’ consumers who usually wait for end-of-season clearance sales. New research shows that many retailers are setting prices in a way that entice strategic consumers to early season purchasing; this strategy, however, is myopic because it limits potential revenues from end-of-season clearance sales. The researchers show that setting pricing levels in the early season that encourage late season-buying by strategic

Idea #177
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Brad Pitt, the first male to front a Chanel No. 5 perfume campaign, 2012 (source: The Sun)

Celebrities in Advertising: Neuroscience Insights

Idea posted: July 2013
  • Finance
  • Learning & Behaviour
  • Marketing

Companies pay celebrities large sums of money to endorse their products and ‘star’ in their advertising campaigns. Until recently, however, little was known about the processes that underlie the persuasiveness of fame. Now, research in neuroeconomics (a field that crosses the disciplines of psychology, economics, marketing and neuroscience) is providing insights into the neural effects of celebrity endorsement — and suggesting ways advertisers can best use celebrities to influence consumers and their decisions.

Idea #183
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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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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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Pricing and the Power of Red

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

Retailers commonly highlight prices and ‘good deals’ in red in their ads and promotional material. But relatively little is known about how this affects consumers. New research reveals that the impact varies significantly by gender. Put simply: men are likely to see a bargain when they see red; women are far less easily swayed. The findings have clear implications for companies — and for precision marketing.

Idea #197
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A Zara shopfront, London, 2007 (Source: Wikimedia Commons)

Fast Fashion Retailing – Transforming Operations Management

Idea posted: August 2013
  • Marketing
  • Operations

Since the early 2000s, Spanish retailer Zara (founded 1975) has taken the fashion industry by storm, with its ability to react to rapid changes in market conditions and keep its stock fresh and up-to-date, once claiming it needs only two weeks (as compared to up to six months traditionally needed by rivals) to produce and distribute new stock. According to this Idea, other retailers can achieve similar success by optimizing three key operation management decisions: design, sourcing and distribution.

Idea #198
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