Marketing

Responsible value chain : what are you accountable for ?

James Allen

Become aware of corporate responsibility for the entire value chain, including activities that companies do not directly control.

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Observation éthologique du consommateur dans une grande surface d’articles de sport

Jean-Pierre Lacour

In-store customer observations can help overcome many biases linked to declarative surveys.

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The Voice of the Stakeholder

Judith Samuelson, Bill Birchard

An overview of expert viewpoints on the need for companies to listen to and dialogue with NGOs.

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Risky Business

Become aware of the risk that activists can pose to the reputation of a company.

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Firing Up the Front Line

Jon R. Katzenbach, Jason A. Santamaria

Encourage the engagement and judgment of front-line employees.

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Welcome to the Experience Economy

B. Joseph Pine II, James H. Gilmore

A founding article that demonstrates how companies can differentiate themselves by offering their clients true, unique and memorable experiences. 

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Why Does Your “New” Strategy Look Just Like Your Old One?

Graham Kenny

How can we gain insight from external perspectives—or even from our competitors’ examples—to avoid remaining stuck in our vision of the market?

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To Win Support for Your Idea, Think Like a Marketer

Leslie Zane

Getting inspiration from marketing principles to better sell your ideas.

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Why Companies Do''Innovation Theater'' Instead of Actual Innovation

Steve Blank

Companies must adapt their modes of operation if they want to be able to conduct radical innovation.

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Reigniting Growth

Chris Zook, James Allen

Advice to restart the growth engine when it runs out of steam.

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