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Thriving With the Crowd: Marketing With (and Against) the New Influence Peddlers
Joshua Bellin; Paul F. NunesArtículo IVEY-9B13TD01-EMarketingMarketers face new challenges in the era of crowdsourced opinions, where sites like TripAdvisor and Yelp allow consumers to share opinions that may contradict marketing messages. This article identifies ten sources of influence that can sway consumers, four of which (social networks, opinion aggregators, recommendation engines, and price comparison services) have only gained prominence recently. With the shift from traditional marketing channels ...Desde 8,20 €
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Boldly Going Digital
Paul F. Nunes; Vedrana SavicArtículo IVEY-9B17TB04-EDirección estratégicaCompanies worldwide spent US$1 trillion on digital technology in 2016. Unfortunately, for many businesses, this investment is not corresponding with financial returns. While some companies excel at adopting innovative digital technologies, many are only achieving incremental business improvements. Organizations need to radically rethink their approaches and develop bold digital strategies to harness technologies and unlock new sources of growth. ...Desde 8,20 €
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Let’s Get Digitally Physical
Omar Abbosh; Paul F. Nunes; Vedrana SavicArtículo IVEY-9B17TE02-EDirección estratégicaFor many companies, peak condition is sustained through digital fitness—an ability to invest in and innovate using digital technologies. However, Accenture research has found that many companies are not actively building their digital muscles, even when they are in a strong financial position. When we examined the financial and digital performance of over 300 global companies, we found one category of business that was surprisingly strong on fina...Desde 8,20 €