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Basic Pricing Strategy

Determining the right price for products or services can be one of the most difficult tasks for any business owners. If prices are too low, you kill your chances of profit. But if they’re too high, you could alienate your customers. Either way, both scenarios can harm a business. Price is not determined by intuition. […]

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Basic Market Research in FMCG Marketing

In broad terms marketing can be divided into two key challenges: The first – and most widely appreciated – is to ensure that consumers or end users want a firm’s product. This generally termed pull marketing. The second challenge is less broadly recognised, but often just as important. Push marketing ensures that consumers are given […]

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The Growth Phases Model

The growth phases model of Larry E. Greiner suggests that organizations go through five stages of growth and need appropriate strategies and structures to cope. It is a descriptive framework that can be used to understand why certain management styles, organizational structures and coordination mechanisms work, and why some don’t work at certain phases in […]

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Strategies in the Luxury Goods Market

The luxury goods market pursues a strategy of differentiation. Through high quality products and exclusivity, this market targets high-end consumers who are willing to pay extra to own a product. Being able to price significantly over cost requires skilful marketing and branding, a high level of service and, in most cases, careful control of distribution […]

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Outdated Management Beliefs That Undermine Great Potential.

Even if you can have an outstanding organizational culture on paper, it’s surprisingly easy for a few bad management practices to unravel it. Even in a company with an otherwise excellent work culture, poor management practices can have an undermining effect on all the hard work it took to build it. Let’s take a look […]

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Scenario Planning and Corporate Strategy Formulation

Scenario Planning is a model that can be used to explore and learn the future in which a corporate strategy is formed. It works by describing a small number of scenarios, by creating stories how the future may unfold, and how this may affect an issue that confronts the corporation. Royal Dutch Shell, one of […]

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Measuring corporate reputation by capturing the perceptions of stakeholder groups.

The Corporate Reputation Quotient of Harris-Fombrun is a comprehensive measuring method of corporate reputation that was created specifically to capture the perceptions of any corporate stakeholder group such as consumers, investors, employees, or key influencers. The instrument enables research on the drivers of a company’s reputation, and allows to compare reputations both within and across […]