All in it together
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/her own impartial comments and places the articles in context. Findings – The crucial nature of involvement has long been recognized within the marketing fraternity. Various definitions persist about a concept which essentially defines the relevance of a product, service or brand to a specific individual or group. In addition, it stands to reason that when people assume a connection exists between an entity and their own lives, interest and motivation naturally grow. Practical implications – This 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.