Search results

Sort by: Relevancy | Date | sort descendingTitle | Rating

 
Five gantry cranes, built at ZPMC, destined for Hamburg, on the vessel Zhen Hua 20, 2007 (Source: Wikimedia Commons)

A Lesson from China: Growth Is Not Eternal So Be Prepared

Idea posted: March 2015
  • Strategy
  • Finance
  • Leadership & Change
  • Marketing

Shanghai Zhenhua Heavy Industries (ZPMC) was a high-flying builder of large-scale container cranes whose decisions — such as lifetime guarantees on all parts and ambitious diversification — reflected a belief that growth would last forever. It didn’t.

Idea #495
Read Idea
 

Adapt Your Choice of Product-Related Services to the Industry Life Cycle

Idea posted: July 2015
  • Strategy
  • Marketing

Different types of services — from ‘complementary smoothing’ services such as maintenance support to ‘substituting’ services such as leasing arrangements — can be more or less effective depending on the current phase (early ferment, middle transition, or late mature) in the life cycle of the product’s industry.

Idea #531
Read Idea
 

All-consuming: Brand Management in the Digital Age

Idea posted: September 2013
  • Strategy
  • Leadership & Change
  • Marketing
Institutions: ESADE

Media fragmentation, globalization and expanding social networks are changing the way we view and follow brands. Leaders need to respond to these changes and challenges, taking a comprehensive approach to satisfying an increasingly diverse set of stakeholders in an ever more competitive environment. 

Idea #215
Read Idea
 
1956 Ballantine Ale original vintage advertisement (Source: Brookston Beer Bulletin)

Ambiguous Ads: Hidden Messages, Hidden Risks?

Idea posted: April 2014
  • CSR & Governance
  • Marketing

Companies sometimes use covert ‘cues’ and ambiguous images to advertise their products. This ‘purposeful polysemy’ enables them to target minority groups without alienating ‘mainstream’ consumers. It is not, however, a foolproof strategy. Research suggests that heterosexual men respond less positively to ‘gay window’ advertising.

Idea #360
Read Idea
 
Taxcaltecans meets Hernan Cortez. Mural created by Desiderio Hernandez Xochitiotzin 1956-2000. Palacio de Gobierno, Tlaxcala City (Source: Wikimedia Commons)

Avoiding Managerial Derailment in Latin America

Idea posted: October 2013
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
  • Operations

Why do some managers ‘derail’ and how do these factors differ in various regions of the world? In the research behind this Idea, managers in Latin America and the U.S were compared to analyse managerial derailment. The Idea offers suggestions as to what Latin American organizations can do to avoid this and effectively develop their leaders to an international level.

Idea #245
Read Idea
 
Photo by rawpixels on Pexels

B2B Companies Far Behind on Social Media Strategies

Idea posted: August 2019
  • Strategy
  • Innovation & Entrepreneurship
  • Marketing

While for B2C companies, using social media to acquire and exchange knowledge with customers and internally is all the rage, new research reveals that many B2B companies fail to see the potential of social media – and even when some managers see the potential, the company fails to provide support for social media initiatives.

Idea #747
Read Idea
 
The Wanderer above the Sea of Fog, Caspar David Friedrich, 1818, Kunsthalle, Hamburg

Body Language: Power Poses That Get Lost in Translation

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

Expansive postures and gestures — leaning forward, standing tall with arms outstretched, etc — are considered part of the ‘body language’ of power. They make the ‘actor’ feel more positive and focused and they communicate confidence and authority to the observer. But not all of them ‘travel well’ or cross cultural boundaries. Recent research suggests leaders should stop and think before striking a ‘powerful pose’.

Idea #278
Read Idea
 
Photo by Jenna Day (Source: Unsplash)

Brain Drain: How Cell Phones Distract Customer Attention

Idea posted: July 2017
  • Learning & Behaviour
  • Marketing

Cell phones are distracting, pulling our attention away from our current tasks and activities. New research reveals that the mere presence of the phones, even when they are turned off and we are consciously focusing our attention on another task, is enough to reduce our thinking capacity.

Idea #665
Read Idea
 
 A typical "As seen on TV" logo present on many products in the US (Source: Wikimedia Commons)

Brand Placement on TV: The Positive Impact of Fast-forwarding

Idea posted: March 2014
  • Marketing

Placing brands with different ‘personalities’ next to each other, as in a block of ads during a TV commercial break, impacts how consumers view the brands, new research shows. For example, a safe, efficient product seems like a more exciting choice simply because its ad followed the advertisement for another product that emphasizes excitement and adventure. But this brand-pairing effect only happens when consumers are not paying too much attention to either brand… as when they’re fast-forwarding through the commercials of a taped TV show.  

Idea #347
Read Idea
 

Building a Brand Image Across Multiple Countries

Idea posted: April 2014
  • Marketing

Multi-country brands should position themselves consistently across markets only on image attributes that are very important in all of the various countries. For example, brand image attributes related to benevolence or self-direction, which are valued highly in most countries, can be used consistently. Better to be inconsistent (used in certain markets only) with a divisive value such as hedonism or power.

Idea #372
Read Idea
 
Marmite pop-up, 2009 (Source: Wikimedia Commons)

Building Brand Equity through Event Marketing

Idea posted: November 2013
  • Marketing

Brand event marketing will increase brand equity through brand experience, especially if the event involves a direct and intense customer experience with the brand. But brand attitude increases brand equity only for certain types of events (namely, trade and street events, but not pop-up shops and sponsored events). Pop-up shops exemplify the best type of brand experience-driven event marketing.

Idea #251
Read Idea
 
Third Floor Coffee Bar, London School of Economics, 1964 (Source: Wikimedia Commons)

Building Buy-In: The Value of Informal Relationships and Coalitions

Idea posted: June 2014
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
Institutions: Baylor University

Being able to influence senior executives is desirable for most, if not all, members of an organization. According to this Idea, the key lies in internal relationships and informal coalitions. These relationships, used by executives positioned in lower levels of the organization, can help span internal boundaries across a company's various business units, thus enabling better communication and better strategic decision-making.

Idea #405
Read Idea
 
St. Francis Preaching to the Birds, Giotto, 1299, San Francesco Upper Church, Assisi, Italy (Source: Wikipaintings)

Building Trust: The Role of Stakeholders' Personal Values

Idea posted: November 2013
  • CSR & Governance
  • Learning & Behaviour
  • Marketing

For stakeholders, such as employees and customers, the trustworthiness of a company is based on competence and character attributes. New research shows that whether competence or character is more important to establishing trust depends on the personal conservative or liberal values of the stakeholders. This research helps companies develop targeted trust-building strategies.

Idea #262
Read Idea
 
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
Read Idea
 
The commercial centre Xujiahui (Source: Wikimedia Commons)

Buyers Beware: Costs for China Rising

Idea posted: November 2014
  • Marketing
  • Operations
Institutions: NUS Business School

An extensive survey reveals new cost challenges for China-based suppliers, although the country maintains the strengths that it made it the go-to supply source in the first place.

Idea #461
Read Idea
 

Buyers of Experiential Products and Consumer Reviews

Idea posted: September 2015
  • Marketing

Shoppers find consumer reviews to be less useful, and are less likely to seek out such reviews, for experiential purchases (events to be lived through such as vacation packages) than for material products (objects to keep such as electronics). 

Idea #546
Read Idea
 
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
Read Idea
 
  The Roman Forum, the commercial, cultural, and political centre of the Republic (Source: Wikipedia Commons)

Centralized or Decentralized Decision Rights in Multinationals

Idea posted: October 2013
  • Strategy
  • CSR & Governance
  • Marketing
  • Operations

Certain company and country factors determine whether decisions should be centralized at parent company headquarters or decentralized to the foreign subsidiary. Ignoring those factors will hurt parent and subsidiary financial performance. And fixing the inappropriate decision-making structure could prove costly.

Idea #237
Read Idea
 

Changing Attitudes to Business Ethics: Insights from South Africa

Idea posted: February 2014
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
  • Operations

The past 20 years or so have seen a marked change in attitudes towards ethics among South African business-school students. Recent MBA graduates have stronger opinions on what is ‘wrong’ and what is ‘right’ business behaviour and are more likely to think in terms of moral absolutes. This has significant implications for business schools and educators — and for companies and employers.

Idea #319
Read Idea
 
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
Read Idea
 
Source: Pexels

CMO Survey: Value of Company Spending on Social Media

Idea posted: March 2018
  • Marketing

While digital age marketing channels such as social media marketing and mobile marketing has captured the public’s attention, the view from the Chief Marketing Officer’s desk is more measured, according to a new survey of marketing leaders in the U.S. Social media marketing continues to grab more and more of the marketing budget, for example, but measuring its impact on the bottom line remains elusive.

Idea #697
Read Idea
 
John Evelyn discovers sculptor Grinling Gibbons (1648 - 1721). Gibbons became Master Carver in Wood to the Court of King Charles II

Co-creating with Customers: More Pros than Cons?

Idea posted: March 2014
  • Strategy
  • CSR & Governance
  • Innovation & Entrepreneurship
  • Marketing

Involving customers in the design and delivery of products and services can be a cost-effective way to meet the demand for constant innovation and improved ‘customer experience’. It has, however, the power to destroy as well as create value. Much depends on the human and technological interfaces between customers and the company.

Idea #344
Read Idea
 
Overload' by George Pemba, 1989, courtesy Ann Bryant Art Gallery, RSA, www.annbryant.co.za (Source: Wikipaintings)

Collectivism and Consumers at the ‘Bottom of the Pyramid’ in South Africa

Idea posted: January 2014
  • Strategy
  • Marketing
  • Operations

Despite their poverty and limited purchasing power, people at the ‘bottom of the pyramid’ in South Africa increasingly attract the attention of marketers. At more than one third of South Africa’s population, they represent a significant, or potentially significant, market for companies. But they will not be ‘reached’ by conventional approaches — or by applying the individualistic perspective of the developed world. At the bottom of the pyramid in South Africa, communities are different — and collectivism still counts. 

Idea #290
Read Idea
 

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
Read Idea
 
Source: Pexels

Consumers Reject New Products To Stay In Control

Idea posted: April 2018
  • Learning & Behaviour
  • Marketing

A recent study confirms that consumers’ desire for control over their lives can act as a psychological barrier to the acceptance of new or innovative products. However, framing a new product as increasing consumer control can eliminate this barrier.

Idea #701
Read Idea
 
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
Read Idea
 
Source: Pixabay

Contradictory Attitudes of Consumers to Bundling

Idea posted: February 2018
  • Marketing

The benefit to companies of bundling products and services is complicated. Consumers will demand more compensation and feel greater dissatisfaction if a component is missing from a bundle than if it is missing in isolation. However, consumers will be willing to pay less for an item added to a bundle (and derive less satisfaction from that item) compared to the same item purchased separately.

Idea #690
Read Idea
 
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
Read Idea
 
The big queue at an ATM in Masalli, Azerbaijan, 2008 (Source: Wikimedia Commons)

Customer Loyalty: Easy Does It

Idea posted: March 2014
  • Marketing
Institutions: Henley Business School

A number of companies have begun to measure ‘customer effort’ (CE) – how easy (or difficult) it is for their customers to interact with them. The experience of these firms is that CE is worthwhile, offering a good indicator of customer loyalty. Whilst it should not replace other key measures, such as customer satisfaction and ‘net promoter score’ (NPS), it should be considered alongside them.

Idea #345
Read Idea
 

Cyberloafing: Lost Sleep and Lower Productivity

Idea posted: March 2014
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

The nature and increased use of the Internet has led to a new workplace threat to productivity — ‘cyberloafing’. In this Idea, the impact of lost and low-quality sleep on employee cyberloafing, as well as conscientiousness is examined. 

Idea #343
Read Idea

Pages

Authors

Partner Institutions

Other Institutions

Real Time Analytics