Actionable Knowledge


Assessing the Effectiveness of Consumer Promotions

Which promotions will have their intended effects on consumers, and which will backfire? Recent research demonstrates that consumer perceptions are quite malleable and that even seemingly small changes to the framing of a promotion can impact consumers’ interest. Four recent papers from the Journal of Marketing Research reveal framing effects on consumer promotions. In “Killing Hope with Good Intentions,” Dengfeng
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Cult & Marketing

Forget about screaming fans, today’s teens are fawning over their favourite books, films and bands as a powerful online collective. TM explores how marketers can tap into these cults world As hormones surge and bodies change, teenagers battle their way through tumultuous times. Amid the awkwardness and uncertainty, many youngsters take solace in their favourite books, TV shows or musical
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Strategic Planning For the Real World

If you think about it, we don’t know how many times we have heard well trained professional executives like ourselves talking proudly and endlessly about how smart we are for ‘having a plan’, strategic planning, and/or acting on a plan. Yet, how many of those plans actually worked? How much of our implemented strategies are actually emergent (reactive) rather than
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First Among Equals

The topic of leadership has drawn the interest of many. Not least because to be ‘first among equals’ entails access to perks and benefits not available to many. But, that’s a topic for another article all together. So what makes a good leader? Is s/he someone who can talk the loudest, push others to go/see his way the hardest, the
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Softex Indonesia Breaks Success Milestones

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Softex Indonesia In The Limelight

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