Corporate and company issues : Corporate strategy

 

Today there is a genuine business requirement to be transparent - clear, honest and open about every aspect of your organisation. GfK NOP data shows that consumers are increasingly cynical about busin ...

James Bull, creative director of Moving Brands, believes that too many brands are based on a static print-based identity like a logo. He argues that to flourish in the modern world, both brand and adv ...

In this article, Andrew Seth considers the skills and resources of today's private equity bidders - and the weaknesses of the companies in their sights. He argues that an awareness of brand strategy a ...

Thomas Harrison, CEO of Omnicon's Diversified Agency Services and author of INSTINCT -Tapping Your Entrepreneurial DNA to Achieve Your Business Goals, analyses the personal characteristics it takes to ...

This article argues that cause-related marketing (CRM) is a strategy whose time has come. Research sponsored by Business in the Community, in the US and UK, shows considerable demand for CRM, and that ...

This paper describes British Telecom's involvement in partnership with the Disaster Emergency Committee (DEC) following the Southeast Asia tsunami disaster in December 2004. BT provided the communicat ...

Corporate responsibility - the idea that a company has responsibilities beyond the simple growth and responsibility of the business - is increasingly seen as important for reputation, but management o ...

Corporate policy and conduct are now inevitably under public scrutiny, and companies must take care to align public and private interests. There are three strands to this argument: 1) corporate respon ...

Tom Harper, managing director of ACNielsen Ireland, and Michael Cluff, international managing director of Media Audits, analyse the ESOMAR data on per capita adspend and expenditure on market research ...

An edited version of the Annual City Lecture to the Worshipful Company of Marketers, November 2005. Lord Heseltine stresses the importance of marketing professional services at a time when global supp ...

Argues that the prevailing business model, based on maximising shareholder value, is becoming unsustainable. Companies are having to respond to customer demands for transparency, fair returns to all s ...

Professional services, loosely defined as all types of business where knowledge is the barrier to entry, can be highly successful. The article considers how the winners achieve success and how far the ...

This paper describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications. It outlines the application of resear ...

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This paper introduces a percepti ...

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate ...

Marketers are getting their groove back. But if the year ahead heralds the “return of marketing,” it certainly won't be marketing as we know it.

One of America's greatest inventors, Benjamin Franklin, once said “glass china and reputation are easily cracked, but never well mended.” A simplistic and thankfully outdated notion, yet with an eleme ...

Ian Buckingham, BY2W Consulting, and Philip Kitchen, Professor of Strategic Marketing at Hull University Business School, discuss the role of the CEO in today's global business and his or her responsi ...

This paper assesses the potential impact of advertising in motivating staff and uniting them behind the aims of a business. It draws on two cases from the IPA dataBANK - those of Tesco and Barnardo's ...

Quoting a number of industry pundits and offering many examples, Simon Nicolas, of marketing and research company Aston InfoSec, argues that companies and brands that climb on the band-wagon of moral ...

Sylvie Barr, head of marketing at Cafédirect plc, describes the company’s success, and the fair-trade business model that created it. Founded in 1991 as a partnership between small producers, traders ...

Jane Asscher, one of the founders of 23red, addresses the dilemma of how today’s companies should reconcile their desire to sell with the increased need to be, and be seen to be, squeaky clean. She ...

In this introduction to four articles focussing on responsible marketing, Roderick White outlines the main issues and themes that have fed the burgeoning ‘corporate social responsibility industry’ (CS ...

Claude Singer, senior vice-president at Siegal & Gale, believes that maintaining brand differentiation is a ceaseless exercise in saying no: no to fads, no to temptations to wander from a brand’s core ...

The speed of the decline in the reputation of Shell, once one of the world’s most respected brands, seems to the outside world to have been as fast as it has been shocking. In this article Shell veter ...

Leo van Sister, founder and partner at BrandWatch brand consultancy, discusses the pros and cons of multi-branding, and the guidelines for success in this, one of the most popular, business strategies ...

Many expressions of globalization have recently generated resistance and rejection in the region. Even during the most acute phases of these changes, Coca-Cola – a paradigm of internationality – was p ...

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina. The P ...

Describes the restructuring process in which General Electric has rebranded itself into a diversified technology, media, and financial services company dedicated to creating innovations that make life ...

This paper focuses on an integrated and holistic approach to reputation management. This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key stud ...