From the executive summary: ‘Today, cultural branding stands apart from recent challenger to mind share, so-called viral branding. As the name suggests, viral branding focuses on the paths of public influence: how non-company actors influence customers to value the brand. The viral approach is a compendium of ideas rooted in...
From the executive summary: ‘When companies have the same capabilities and motivation, they care about the battle and have the necessary skills to fight it. Asymmetries of motivation occur when one firm wants to do something that another firm specifically does not want to do. Asymmetries of skills occur when...
From the executive summary: ‘Returning monkeys to their rightful owners seems even more difficult today than it was in the late 20th century. For one thing, managers have come under increasing pressure to generate measurable results faster than ever. Some managers’ fear being viewed during tough economic times if they...
From the executive summary: ‘For decades, marketing theory and practice have been moving towards the market of one. Modern companies have learned to think in terms of customer-centricity. Marketers have the tools to separate out great customers from good customers and to focus their attention on most valuable tiers.’ Hence,...
Most people judge an organization by services it provides them. Customer service is an important aspect of a business, which should not be ignored at any cost. It has been observed that organizations, which provide its customers maximum value for their money, are the ones that truly succeed in the...
Innovation is the key to a company’s success. However, most companies restrain from the idea due to the adverse implications it would have on the organizational work. The most effective way to apply innovation techniques in the organization is to encourage open and honest conversation between the employees and the...
Researches indicate that companies need to change their marketing strategies for achieving long-term goals. Most companies realize the importance of marketing techniques when they encounter heavy competition. The case study examines the marketing strategy used by a big conglomerate for boosting its business. The company re-gained its long lost image...
Observations suggest that every person in an organization possesses some amount of interpersonal skills. It is the onus of the managers to boost the organization’s productivity by judiciously utilizing the skills of the employees. The interpersonal skills help in undertaking personnel choices, project assignments, and career development. The manager must...
From the executive summary: ‘Operational innovation should not be confused with operational improvement or operational excellence. Those terms refer to achieving high performance via existing modes of operation: ensuring that work is done as it ought to be to reduce errors, costs, and delays but without fundamentally changing how that...
From the executive summary: ‘Deal making is glamorous; due diligence is not. The aforesaid simple statement goes a long way towards explaining why so many companies have made so many acquisitions that have produced so little value. Although, big companies often make a show of carefully analyzing the size and...
From the executive summary: ‘Today’s dynamic business scenario requires executives to explore new opportunities even as they work diligently to exploit existing capabilities. However, few companies do it well. Most successful enterprises are adept at refining their current offerings, but they falter when it comes to pioneering radically new products...
From the executive summary: ‘Power, control, ego, and pride seem to account for lion's share of business behavior. Emotions at the top are propagated throughout the ranks; problems below may simply reflect problems at the top. It sounds like what one really wants is a healthy company. A healthy company...
Today's growth initiatives must be ever mindful of the hard-won efficiency lessons of the past several years. Strategies in vogue during the last growth cycle -- boosting revenues through mergers and acquisitions, even if they lacked strategic rationale, or using price cuts to gain market share without creating corresponding savings...
From the executive summary: ‘Sales are front-wheel drivers that pull a company forward in the marketplace. However, in many companies, top managers remain frustrated because the sales process seems disconnected from corporate objectives. This presents a serious impediment to management's efforts to manage profitability effectively. The process of transforming top...
From the executive summary: ‘The 360-degree feedback tool combines input from supervisors, peers, and direct reports to provide a broad perspective on an employee's strengths and developmental needs. It has insinuated itself into the performance appraisal processes at an increasing number of companies. But as some firms are discovering, the...
From the executive summary: ‘Despite widespread rhetoric about the need for organizational agility, an astonishing number of businesses stay stuck in neutral when they need to implement a new strategy’. The paper outlines a procedure to overcome hindrances encountered while implementing new strategies in an organization.
From the executive summary: ‘Change management presents a major obstacle to many executives seeking to unlock the large latent profits inherent in their companies. Profitability management, the theme of the paper, is all about greatly improving a company's performance without the need for capital expenditures. However, profitability improvement requires effective...
From the executive summary: ‘Every time a firm pursues an existing or new strategy by reusing, redeploying, or recombining aspects of its people, networks, culture, structures, or processes, rather than destroying them and recreating them from scratch. Thus, instead of downsizing, it is essential to redeploy the people's talents. Rather...
Innovation refers to the application of creative ideas to organizational processes and products and come up with cutting-edge products and efficient processes. Innovation is an effective tool to gain sustainable competitive advantage. The paper argues that innovation is not only the domain of developed-world companies and many developing-world companies are...
From the executive summary: ‘Leadership businesses have the most to lose in adjacency expansions. Their valuable core franchises would be put at risk by major forays into the wrong adjacency or by premature abandonment of the core as an investment vehicle. And this risk is compounded by the abundance of...
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