Publications > Themes : Marketing

Marketing

What strategy to adopt to best position yourself against competitors? How to anticipate the changing needs of customers? How to develop the client capital?

Building a Culture of Experimentation

Stefan Thomke

How you can encourage the state of mind required for an experimentation culture in the company.

see an introduction to the article

Reshaping Business With Artificial Intelligence

Sam Ransbotham, David Kiron, Philipp Gerbert, Martin Reeves

A survey that identifies issues associated with the use of articificial intelligence in business organizations.

see an introduction to the article

More than a feeling: Ten design practices to deliver business value

Benedict Sheppard, John Edson, Garen Kouyoumjian

The necessary changes to create value through Design Thinking.

see an introduction to the article

Why Design Thinking in Business Needs a Rethink

Martin Kupp, Jamie Anderson, Jörg Reckhenrich

Four cultural factors that frequently conflict with a Design Thinking approach—and might hinder its implementation.

see an introduction to the article

New Business Models for a New Global Landscape

Arindam Bhattacharya, Martin Reeves, Nikolaus Lang, Rajah Augustinraj

How companies respond to the evolutions in the global economy.

see an introduction to the article

Teaching GE to Think Like a Startup

Eric Ries

The entrepreneur Eric Ries tells how he convinced General Electric managers to question their operating modes and get inspiration from the start-up planet.

see an introduction to the article

How Indra Nooyi Turned Design Thinking Into Strategy: An Interview with PepsiCo’s CEO

Adi Ignatius

How PepsiCo relied on Design Thinking to become (again) an innovative company focused on its clients.

see an introduction to the article

Design Thinking Comes of Age

John Kolko

An article that sums up the principles of a Design Thinking culture and offers a few ways to conduct a company transformation.

see an introduction to the article

Get the Boss to Buy In

Susan J. Ashford, James R. Detert

Essential pieces of advice to successfully sell your ideas.

see an introduction to the article

A/B Testing and the Benefits of an Experimentation Culture

Wyatt Jenkins

The wealth of data available nowadays is a valuable asset—provided we know how to exploit them through methodical experimentation processes.

see an introduction to the article

page 1 . 2 . 3 . 4 . 5 . 6 . 7 . 8 . 9 . 10 . 11 . 12 . 13 . 14 . 15