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Risky business of new products
In: Strategic Direction 21 (2005) 2, pp. 20-23
, marketing and management to win market share against domestic and global competition. Patrick Barwise and Seán Meehan say, as …
Persistent link: https://www.econbiz.de/10015009870
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Why Coca‐Cola has lost its fizz
In: Strategic Direction 22 (2006) 1, pp. 19-21
communication and a confident approach. Originality/value – Draws together detail of oversees, marketing and product strategies.  …
Persistent link: https://www.econbiz.de/10015009978
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Innovation success and the three Ws
In: Strategic Direction 24 (2008) 5, pp. 10-13
today's ultra‐competitive business world, where the ability to constantly innovate product offerings and marketing …
Persistent link: https://www.econbiz.de/10015010260
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Beating the big guys
In: Strategic Direction 26 (2010) 5, pp. 6-9
focus on innovation and design. Notes effective strategies for increasing demand for new products. Social implications …
Persistent link: https://www.econbiz.de/10015010490
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“The unreasonable power of creativity”: Robert Senior, CEO, EMEA at Saatchi and Saatchi Fallon Group, on how ideas are crucial to a more positive future
Bell, Gareth - In: Strategic Direction 29 (2013) 2, pp. 38-40
Purpose – The purpose of this article is to provide an interview with Robert Senior, CEO, EMEA of SSF (Saatchi and Saatchi Fallon Group). Design/methodology/approach – The paper provides an interview with Robert Senior. Findings – Senior discusses the importance of creativity and idea...
Persistent link: https://www.econbiz.de/10015010800
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Getting it right on the inside
In: Strategic Direction 19 (2003) 10, pp. 10-12
The world is dominated by brands. Almost everywhere we look and in most things we do, brands touch upon and influence our lives. According to Rita Clifton – Chairman of the world’s leading brand consultancy Interbrand – brands are one of the most stable of corporate assets, “demonstrably...
Persistent link: https://www.econbiz.de/10015009651
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Coca‐Cola stumbles in Belgium
In: Strategic Direction 19 (2003) 5, pp. 23-25
Time is money, particularly in today’s world of instant communication. And when a crisis arises, response time is critical in minimizing damage to image and brand name. But when Coca‐Cola was faced with a health scare in Belgium four years ago, this preeminent global giant was slow to react,...
Persistent link: https://www.econbiz.de/10015009715
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Is there such a thing as an ethical consumer?
In: Strategic Direction 19 (2003) 6, pp. 28-30
Ethics has become a cliché, Enron an everyday word and corporate governance an international obsession. Companies are being forced, quite rightly, by investors and the public to produce transparent financial reports, adhere to stringent employment laws and take a responsible approach to society...
Persistent link: https://www.econbiz.de/10015009726
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What happened to the good old days?
In: Strategic Direction 19 (2003) 7, pp. 12-15
Once upon a time, marketing was the jewel in many an organizations’ crown. As television began to reach rapidly … increasing audiences during the 1960s, TV advertising entered a golden age – dragging the marketing industry with it. Indeed …, according to 3M Canada marketing director Allan J. Magrath, marketing became extremely influential – a “wunderkind driving …
Persistent link: https://www.econbiz.de/10015009730
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Taking e‐commerce to a new level
In: Strategic Direction 20 (2004) 11, pp. 20-22
A recent advertisement on British television made great play of the fact that there is no substitute in the business world for face‐to‐face contact. Two firms were vying for a contract and the winner was the one whose boss crossed the Atlantic to deal in person with the commissioning...
Persistent link: https://www.econbiz.de/10015009849