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Economics & Finance

Sustainable practices: engaging consumers and suppliers

Coca-Cola Enterprises (CCE) is one firm that knows very well that its environmental and economic impact extends well beyond its factory gates. This starts with the ingredients it needs for its products to the natural resources required to make the packaging, "extending all the way to the people who buy and consume our drinks and handle the packaging," says CCE Europe's Communications Director, Shanna Wendt (YMP Sep '05).

Marketing

Is there hope for the newspaper industry?

The future may be looking decidedly bleak for the newspaper industry in the US, but for Joshua Benton, Director of the Nieman Journalism Lab at Harvard University, there is still cause for optimism.

Marketing

Just a pretty face(book)? Social media tries to come of age

Emails are old hat; SMSs passe. Tweeting, blogging, and posting on “walls” are no longer the domain of the under-30s. They have become a staple of the way most people in the world communicate today, of the way Fortune 100 companies reach out to customers old and new.

Economics & Finance

Advice to direct marketers: let the people do the talking

The explosion of social networking sites has been a boon for direct marketers. For the hundreds of millions of users of Facebook, MySpace, YouTube and so on, they are fun ways to communicate with their friends and make more friends. But for marketers they are huge databases of consumer information.

Marketing

Leapfrogging over the Joneses

Measures to reduce conspicuous consumption by lower income earners in order to encourage them to boost their savings and spend more on healthcare, education and other essentials could backfire, according to recent research by INSEAD PhD candidate Nailya Ordabayeva and Associate Professor of Marketing Pierre Chandon.

Marketing

Visual equity: being front and centre increases sales

“Unless you’re Coca-Cola,” says INSEAD Associate Marketing Professor Pierre Chandon, “it’s important to be visible on the shelves.”

Marketing

A winning combination: sales and marketing

The great divide between sales and marketing has been exacerbated by the recession, and the marketing camp seems to be losing the good fight.

Marketing

Viral marketing: tell a woman?

Traditional marketing wisdom has it that if you want to use “word of mouth” you’d better be sure the people doing the talking are knowledgeable about the product. But a new large-scale field experiment on viral marketing by INSEAD Assistant Professor of Marketing, Andrew Stephen, puts paid to that age-old concept.

Marketing

Global recession a catalyst for change in the advertising in

The downward spiral of the global economy is having some serious implications for the advertising industry, says Steve Henry, co-founder of London-based advertising firm Howell Henry Chaldecott Lury (HHCL).

Marketing

A winning strategy for emerging markets

Innovation is often a key driver to a company’s success. Take Siemens, for example, which has a reputation for being innovative – and successful.

Strategy

KFC China's recipe for success

If there were just a few things that China has wholly embraced from the West, it would be their love for Kentucky Fried Chicken, or KFC as it is more commonly known. In 1987, the fast-food operator opened its first outlet near Tiananmen Square in Beijing. Then came 2,000 other outlets, which sprung up across China within the next 20 years – a phenomenal achievement by any standard.
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Marketing

Pricing guidelines for firms during a crisis

In their paper, When to Push the Panic Button?, INSEAD professors ‘Paddy’ V. Padmanabhan and Pushan Dutt show that consumers engage in consumption smoothing both across and within product categories, and that expenditure share of durable goods falls during a crisis. Also, within durables they find that expenditure on automobiles decreases, whereas expenditure on bicycles increases.

Marketing

Marketing in a downturn: time to push the panic button?

“In stable environments, if I make a pricing mistake it’s not very important. But in today’s environment, it’s a matter of life and death. You’d better get your pricing right.”

Marketing

Branding Africa

Think of Africa and you’re likely to conjure up images of warfare, drought and corruption. But Ruurd Brouwer, Africa Director of entrepreneurial development bank FMO in the Netherlands says that, in order to attract investment to the continent, we need to get rid of the sorts of images as depicted by aid agencies and instead replace them with pictures of successful African bankers driving Mercedes cars.

Economics & Finance

Online social networking and the economic crisis

In the fallout of the global financial meltdown, it’s difficult to think of a positive side to the economic crisis. But it actually might be good news for Web 2.0 social networking.

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