Subject Index
 

Much has been written and spoken on how the research industry needs to adapt, about the quest for insight and about new competitive threats to the very existence of the research industry, whether from ...

This article details a survey by executive search firm Spencer Stuart among a panel of US private equity leaders and consumer goods marketing leaders. The survey's aim was to discuss marketing in a pr ...

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this ...

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 ...

Based on their book 'Mavericks at Work', in which they analysed 32 uniquely innovative US companies, William C. Taylor and Polly Labarre argue that it is no longer good enough to aim to do the same th ...

Socially and environmentally responsible business practices are now becoming a competitive advantage; smart marketers realise that corporate responsibility is linked with financial success. But the pr ...

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 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 ...

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates an ...

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 ...

This paper argues that the speed with which consumer insights and information can now be fed back to managements are now much faster than they used to be, even on a daily basis, but that this has not ...

One of the strongest and most challenging claims of the last decade is that 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry knowle ...

This paper deals with a highly pertinent and relevant issue in modern life: that of understanding values and how these can have a positive effect on business strategy, in order to affect the bottom li ...

This case study describes how the pharmaceutical company Lilly developed its corporate branding amongst internal and external constituencies, as well as its customers.

Points out the dangers of growing a business through mergers and acquisitions (M&A). It is expensive, inefficient and rewards the chief executive’s ego rather than the shareholders. M&A usually grows ...

The internal marketing concept specifies that an organisation’s employees are its first market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently entered the marketing lexico ...

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning (“Brand Vision”). Concerning implementation, steps were developed to ...

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 ...

Our paper considers, in the light of such corporate failures as Enron, the reputation of large businesses and those who run and advise them. Drawing on the results of surveys conducted across many ter ...

The firms that come up with new product or market ideas are rarely the ones that develop these ideas into big, mass markets. Why is it so difficult to go from value creation to value capture? And what ...

Peter Hutton, BrandEnergy Research, argues for a new holistic way of thinking about and managing business. Rooted in Kaplan and Norton’s Balanced Scorecard, he explains the importance of integrated m ...

This paper examines business and public attitudes to corporate governance post-Enron. The crisis of confidence in business is explored, drawing on data from several countries. The public policy debate ...

There is an increasing demand for companies to be held as accountable towards multiple stakeholders in society as they are towards customers and shareholders. Despite the high awareness of good corpor ...

Corporate reputation has become an important component of today’s business literature. Numerous academic studies and interest in coverage increase regularly. Parallel to this increasing emphasis, a si ...

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) – one of Australia’s largest commercial banks. This approach has incorporat ...

In this case study Donald Kerr describes Shell's corporate identity programme and outlines its success and how it was integrated within the product advertising programme. He explains that Shell has ru ...

Leadership is something that both leaders and followers have obsessed about since time began. And it remains a pressing concern for today's executives, many of whom are reaching out for solutions. Wit ...

In this article on corporate social responsibility the author reminds readers that the subject is growing in importance within companies who are no longer beholden exclusively to shareholders. He emp ...