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Article
Nike delivers a masterclass on how to differentiate between the needs of their brand versus the reputation of their business. Most companies want “to have their cake and eat it, too” by not recognizing that achieving a distinctive brand positioning among consumers sometimes comes at the expense of popularity and approval in the eyes of a wider set of stakeholders.
Article
Since when did a “solution” refer to the bundle you want to sell, rather than to the resolution of a specific customer need? We explore the five key areas in which companies need to make progress if they are serious about focusing on the outcomes that their buyers wants to achieve.
Article
Three key factors determine the potential for an idea’s success – desirability (will it be valued?), feasibility (can it be done?), and sustainability (should it be done?).
Case Study
This case explores the strategy behind Intel’s move beyond traditional semiconductors in pursuit of new growth. Reflecting the effectiveness of the role that strategic marketing had played in its historic success, Intel sponsored an Industry 4.0 informational series to shape the agenda around next generation technologies – and to promote awareness of the core underlying components of cyber-physical systems, IoT, cloud computer, cognitive computing, and AI. Company executives reasoned that a proactive digital convergence strategy would position Intel for an emerging future that would be more interconnected and data-driven than ever.
Case Study
This case reviews the strategy behind the creation of a democratized marketplace to enable the use of artificial general intelligence (AGI). What principles should guide the creation of a platform designed to empower companies that could not afford customizing their own AI to access AI Agents that would subcontract to and collaborate with other AI agents to create customized solutions to meet specific needs.
Case Study
This case discusses how IBM viewed the broader opportunity for blockchain in 2014. How could IBM distinguish blockchain technology from the cryptocurrency for which it was known and attract large clients to adopt IBM’s approach to the emerging technology? If successful, what should be the priority applications for IBM blockchain?
Article
Tomas (not his real name) works in Chile as a regional vice president for a European company with operations throughout the globe. How can he convince the global headquarters in Germany of the value of a modified product for the Latin America market? Executives had repeatedly dismissed his assertions of the opportunity that could be unlocked through adapting an existing, German product to meet local requirements?
Article
Too many companies in mature markets assume that the only reason to enter emerging countries is to pursue new customers. They fail to perceive the potential for innovation in those countries or to notice that a few visionary multinationals are successfully tapping that potential for much-needed ideas in products and services.
Article
It’s a well-documented fact that merged companies underperform the market, typically by 5 to 10% over the three years following the merger. There’s an infrequent but important exception, though – corporations that adopt a “fusion” of the merging companies’ identities actually outperform the market.
Article
The “reputation imperative” has become more prominent over recent years. We argue that being regarded as a desirable corporate citizen is a necessary but insufficient requirement for business success – because the key driver of cash flow is the sales demand that results having a compelling value proposition to customers (aka a strong brand), not just a stellar reputation.
