Social media marketing must start at the top

2016 ◽  
Vol 32 (5) ◽  
pp. 25-27
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Strategic Marketing ◽  
Social Media Marketing ◽  
Content Type ◽  
Top Executives ◽  
Marketing Activities ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings An investigation into the activities that allow firms to efficiently and effectively integrate social media into strategic marketing activities. Many firms do not adopt the right internal organizational activities for effective social media execution, which leads to the authors’ view of it as the “step-child” of corporate functions. Remedies are examined and the importance of engagement by top executives is emphasized . Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Tweeting in the dark

2014 ◽  
Vol 30 (6) ◽  
pp. 26-28
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
George Berkeley ◽  
Content Type ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose – The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his own impartial comments and places the articles in context. Findings – To borrow an analogy from George Berkeley, if a tweet is sent and nobody is around to hear it, does it make a sound? For those who are active on social media, especially in a work context, there is always the nagging feeling that the carefully worded 140 character missive they have crafted with just the right balance of information, trackable links and hashtags may not actually be read by anyone, no matter how many followers they have. Indeed, there is a sense of something of a backlash now that Twitter has become established, and other shiny new social media have come along with different functions to bewitch people with #nextbigthing. Practical implications – This study provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and an easy-to-digest format.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Sending all the right signals: can locally sensitive employer branding address the global integration-local responsiveness problem?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Employee Voice ◽  
Global Integration ◽  
Employer Branding ◽  
Content Type ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The study uses two case studies to explore the integration-responsiveness problem in multi-national enterprises and finds that locally sensitive employer branding and facilitating employee voice can help mitigate global-local tensions in religiously sensitive environments. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

To risk or not to risk

2016 ◽  
Vol 32 (8) ◽  
pp. 12-14
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Stressful Event ◽  
Content Type ◽  
Private Lives ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings It is said that the most stressful event in our lives is moving house. The risk of the whole project falling through; the sheer scale of planning and coordination required; the emotional highs and lows of the success or failure in finding the right home to move to. Certainly, there are few activities that adults go through that guarantee such a levels of anxiety. And if this is the case for our private lives, then what is the equivalent of our business lives? Implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Creating the right climate: how servant leadership can drive employee creativity

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Servant Leadership ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Employee Creativity ◽  
Content Type ◽  
Study Find ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The authors of the study find that servant leadership encourages employee creativity by supporting the development of a climate of creativity, which sets the right conditions for employees to engage in creative behaviors. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Innovating through social media

2019 ◽  
Vol 35 (4) ◽  
pp. 26-27
Keyword(s):  
Social Media ◽  
Open Innovation ◽  
Design Methodology ◽  
Global Market ◽  
Diverse Range ◽  
Content Type ◽  
Social Media Platforms ◽  
Pertinent Information ◽  
External Actors ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Open innovation, bringing internal and external actors together to create new products and services, is the key to survival in the global market. Social media platforms are able to help companies bring a diverse range of actors together to gain competitive advantage. Originality/value The briefing saves busy executives, strategists, and researchers’ hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Model behavior

2019 ◽  
Vol 35 (3) ◽  
pp. 4-6
Keyword(s):  
Competitive Advantage ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Strategic Plan ◽  
Content Type ◽  
Pertinent Information ◽  
To Come ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings One of the essential aspects of strategy that many executives struggle to come to terms with is the ethereal nature of it as a pursuit. Unlike logistics or finance, it has a wispy, intangible nature that refuses to be nailed down for a minute. Just as one executive thinks they have the right strategic plan, then the market will change, the environment will change, or any of the thousands of things that the strategy depended on will shift, leaving the firm high and dry, still looking for that killer app that will lead to competitive advantage. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The right market strategy

2020 ◽  
Vol 36 (11) ◽  
pp. 39-41
Keyword(s):  
Competitive Advantage ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Market Strategy ◽  
Content Type ◽  
Pertinent Information ◽  
The Right ◽  
Market Strategies ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market strategies are key to understand for all firms looking to gain competitive advantage. Understanding the focus and orientation of a firm is a major factor in adopting the correct market strategy. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

How social media aids consumer engagement

2015 ◽  
Vol 31 (6) ◽  
pp. 21-23
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Added Value ◽  
Consumer Engagement ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Marketing interest in consumer engagement is widely evident. This is illustrated by the fact that having a substantial base of engaged consumers is now high on the agenda of many marketers. And why shouldn’t it be? After all, individuals demonstrating such high levels of commitment can secure added value for the brand in question. Engagement inspires tendencies which reach further than purchasing and other market-related activities. High levels of attachment are typical of engaged consumers who will often thus serve as brand advocates. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Developing the right brand image

2018 ◽  
Vol 34 (9) ◽  
pp. 35-36
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Image ◽  
Low Cost ◽  
Content Type ◽  
Customer Base ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Developing a feeling of authenticity about products amongst the target customer base is an essential goal for marketers even in terms of low cost items. Consumers derive information from a broad range of marketing communications and consistency is a key element for success. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Sign in / Sign up

Export Citation Format

Share Document