Contrary to popular opinion, those bikini-clad young models draped over the show-room Ferrari might be doing your sales more harm than good these days
Marketing executives have long relied on the idealised female image, usually in the form of a celebrity or model embracing a product or draping themselves across it, in the belief that the placement of these images positively influences purchase decisions.
(Image: Courtey: INSEAD
Amitava Chattopadhyay, Professor of Marketing)
That may have worked when it was men making list of the purchasing decisions, but today women customers are a force to be reckoned with, and they are not amused. New research by INSEAD reveals a fine line between creating a positive, aspirational image - which makes people open their wallets - and a threatening one that turns away a potential purchaser.
Dr. Nirmalya Kumar is Professor of Marketing and Co-Director of Aditya Birla India Centre at London Business School. He is one of the world's leading thinkers on strategy and marketing; having also taught at Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management).
As an author, Nirmalya has written seven books, five of which are published by Harvard Business Press: Marketing as Strategy (2004), Private Label Strategy (2007), Value Merchants (2007), India's Global Powerhouses (2009), and India Inside (2012). His latest book is Brand Breakout: How Emerging Market Brands Will Go Global..
Can India become a global hub for innovation? Nirmalya Kumar thinks it already has. He details four types of "invisible innovation" currently coming out of India and explains why companies that used to just outsource manufacturing jobs are starting to move top management positions overseas, too.
Nirmalya Kumar is a professor of Marketing at the London Business School and a passionate voice for new entrepreneurs in India. Full bio »
Practical case study on how Tide became a long-term money machine using consumer-focused innovation http://ow.ly/dxwDB
Patrick Barwise (email@example.com) is Emeritus Professor of Management and Marketing at London Business School. Seán Meehan (firstname.lastname@example.org) is the Martin Hilti Professor of Marketing and Change Management at IMD. Their book Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (www.beyond-the-familiar.com) is published by Jossey-Bass.
Environmental impact of palm oil (Wikipedia)
...Significant greenhouse gas emissions. Deforestation, mainly in tropical areas, accounts for up to one-third of total anthropogenic CO2 emissions...
...responsible for over 80% (~88%) of world oil palm production, Indonesia and Malaysia...
...In 2010, the Nature Conservancy took representatives of America’s National Farmers Union and the American Farmland Trust to Brazil to see how illegal forest clearance was "hurting US businesses by flooding markets with cheap and unsustainable products". A new (2010) report from David Gardiner & Associates (Mr. Gardiner served as the Executive Director of the White House Climate Change Task Force during the Clinton Administration), a consultancy, says that protecting the 13,000,000 hectares (50,000 sq mi) of mostly tropical forest that are lost annually to timber, cattle and agricultural production would boost American agricultural revenue by as much as USD$190 billion-270 billion between 2012 and 2030. (PDF, 56 pages, "Farms Here, Forests there" (see page 20 Palm Oil Modeling Results: potential $USD 40B savings))
Conclusion of "Farms Here, Forests there" Conserving tropical rainforests generates significant financial gains and savings for the U.S. agriculture and timber industries, while also increasing opportunities for residents of rainforest nations.
Taking action with our suppliers
The supply chain of palm oil is very complex and there are no quick and easy solutions. We have conducted an in depth analysis of our supply chain in order to create transparency and detailed action plans. Read more about the complexity of the palm oil supply chain in the RSPO Supply Chain Systems Overview (pdf, 3.95Mb)..."
In response to the urgent and pressing global call for sustainably produced palm oil, the Roundtable on Sustainable Palm Oil (RSPO) was formed in 2004 with the objective promoting the growth and use of sustainable oil palm products through credible global standards and engagement of stakeholders.
The seat of the association is in Zurich, Switzerland, while the secretariat is currently based in Kuala Lumpur with a satellite office in Jakarta.
RSPO is a not-for-profit association that unites stakeholders from seven sectors of the palm oil industry - oil palm producers, palm oil processors or traders, consumer goods manufacturers, retailers, banks and investors, environmental or nature conservation NGOs and social or developmental NGOs - to develop and implement global standards for sustainable palm oil...
The Palm Oil Buyers’ Scorecard 2011 measures the
performance of 132 major retailers and consumer goods manufacturers
against 4 areas which show whether these companies are acting
The Scorecard focuses on European companies, since they are leading the
way in transforming the market for palm oil, and were the first to
commit to the Roundtable on Sustainable Palm Oil (RSPO). However, it
also looks at other markets such as Australia and Japan where some
progress is being made.
...In 2008 Unilever, an RSPO member, committed to use only palm oil which is certified as sustainable, by ensuring that the large companies and smallholders that supply it convert to sustainable production by 2015. ...As of 2009, twelve companies including giant retailer X, tied for worst, scoring 0.
not cost that stop consumers from buying according to their conscience.
It’s simply a lack of clear information on the product label.
from Melbourne Business School (MBS) has found that if a product
clearly reflects factors which impact ethical consumerism on its label,
consumers will favour that product over others.
As a result of her research in this area, MBS Professor Jill Klein is calling for manufacturers to improve their labeling to provide consumers with a more informed choice and to increase sales.
Klein based her research on a series of experiments performed at the
Melbourne Zoo between April and June last year. Zoo visitors were asked
to select between a food product that did not contain the
orangutan-unfriendly palm oil and a virtually equivalent alternative
that contained vegetable oil...
GenerationWeb first ran in 2007 and since that time this annual study has reviewed around 75 business school websites, determining what students want from the web experience and how they use school sites. Run by CarringtonCrisp, the study is supported by The Association of Business Schools (ABS), EFMD and the Canadian Federation of Business School Deans...
Passion. Marketing genius. Charisma. These three characteristics are just part of the reason I respect and admire Jean-Claude Biver, chief executive of Hublot, the Swiss watchmaker. The obsession with brand differentiation that Biver exhibits should be in the genetic make-up of every marketer, and to my mind the most gifted orators in the world cannot match his simple yet passionate public addresses...