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The article delves into the organized political trolling and stakeholder capitalism facing U.S. corporations. It presents the case of beer brand Bud Light, which employed a transgender social media influencer for its marketing and promotion. It discusses the fundamental flaw of stakeholder capitalism and stresses the need for companies to balance capitalism with corporate values, diversity and sustainability, to be accountable to higher standards and combine profit and purpose.

The article discusses the pros and cons of launching new consumer products during a recession. The authors explore how products introduced during a recession perform, examine how the severity of the recession can impact performance of the product, and scrutinize if the timing within the recession matters. INSET: "A Recession-Era Product Launch Is Like a Running Start".

The article takes a look into the initiatives of chain restaurant Chipotle, under Chief Executive Officer (CEO) Brian Niccol, to expand the business and change how employees do their jobs with the aid of automation. It highlights Chipotle's focus on food integrity, elimination of coupons, discounts and promotions from the menu, refocus of marketing campaigns on fresh ingredients and culinary approach to food preparation, and two-tier food preparation workstations for mobile and in-store orders.

The article investigates the inner financial workings at cryptocurrency exchange Binance. Findings reveal the company's payment to influencers, reliance on Binance Coin or BNB, and vulnerability of its business model. It provides an overview of the trading activity of Binance, its referral program which incentivizes traders, conventional marketing activities, and Affiliate Program which enlists prominent names in social media. It describes the strategy of Binance to boost the price of BNB.

The article discusses how to best brand a new product. A popular strategy known as brand extension, where the new product is tied into an existing product can have a negative consequence on both the new product and the existing product. In this article research is cited looking into the various branding strategies—new brand and two types of brand extension-direct extension and sub-brand—with success criteria. The success criteria are identified as fit with the company’s current offerings, innovation of the new product, span of existing portfolio, risk of brand dilution, and amount of advertising funds. INSET: "Look for Opportunities to Stimulate People's Imaginations".

Though social and digital media are rapidly transforming marketing and new tools emerge daily, in most firms the organization of the function hasn’t changed in 40 years. How should marketers revamp their strategies, structures, and capabilities to meet the new realities? To find out, the consultancy Effective- Brands and its partners conducted a study involving 10,000 marketers from 92 countries, which examined what separated high-performing marketers from the pack. High performers, the study showed, excelled in three areas: integrating data about what customers are doing with an understanding of why they are doing it; communicating a brand purpose (the functional, emotional, and societal benefits of the offering); and delivering a “total experience” to customers. To provide this kind of experience, high performers break down silos and enlist the help of the entire organization. That means they must link marketing strategy tightly to business strategy and to other functions; inspire employees across the company with the brand’s purpose; focus and align around a few key priorities; set up nimble, cross-functional teams; and build internal capabilities through extensive training at all levels. Surprisingly, few companies have been able to put all these pieces together. Only half of even high-performing organizations excel on some of these capabilities. But that shouldn’t be discouraging; rather, it just illuminates where there’s work to do. [ABSTRACT FROM AUTHOR]

In the traditional strategic-planning model, managers attempt to forecast how markets will evolve and competitors will respond, and then define a multiyear plan to position their company to win in this future state. That worked well when markets were more stable and the primary factors influencing future growth and profitability were easier to forecast. But the world is now changing so quickly that no business can plan for every eventuality. And fewer than a quarter of large organizations employ the most notable tools and frameworks for strategy development under uncertainty: scenario planning, Monte Carlo simulation, and real options analysis. Executives say that those tools require data that is impractical to gather and analysis that is too expensive to execute routinely and that their output can be counterintuitive and complicated to explain to senior leadership and the board. In this article the authors offer a new approach and mindset for making strategic decisions, along with a new model for managing strategy development and performance monitoring. They describe what it takes to produce great results in uncertain times and propose a practical model for strategy development that they have seen succeed at several leading companies. INSET: The Drivers of Unpredictability. [ABSTRACT FROM AUTHOR]

Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants—consumers and third-party businesses—in the value creation process, as both receivers and providers of value. In this article, the authors introduce four types of brand flagship platforms: platform as instrument, as guide, as canvas, and as companion. They describe the relationship style, risks, and opportunities associated with each one. [ABSTRACT FROM AUTHOR]

How might migrant entrepreneurs may use liabilities of foreignness and outsidership as a marketing strategy? Migrant entrepreneurs are embedded in a strong sociocultural environment, which influences both their market orientation decisions and marketing strategies. We draw from a marketing perspective to discuss how to generate successful strategies as a migrant entrepreneur. These entrepreneurs might choose between targeting their ethnic communities or attracting local customers from outside their ethnic enclaves, supplying either ethnic or general undifferentiated products and services. In this light, this article exploits these options to suggest actions that these entrepreneurs might use to design their marketing strategies. [ABSTRACT FROM AUTHOR]

An interview with Raphaël Llorca, an expert associated with the Fondation Jean-Jaurès, is presented. He discusses the role of brands in shaping a modern "national novel" in France. He also discusses the shift in narrative from traditional political figures to commercial brands, the impact on public perception, and the potential risks associated with this change.

The article focuses on pricing strategies for photographers, emphasizing the importance of finding the right balance between charging too little and undervaluing their work or setting rates too high and deterring potential clients, especially in light of the current cost of living crisis. Topics discussed include how to factor in editing time, choosing between package fees and hourly rates, as well as distinguishing between Business to Consumer and Business to Business clients.

The article focuses on the emergence of Artificial Intelligence (AI)-powered marketing tools, such as Sora for video creation, Success.AI and Notify.AI for email campaign optimization, and various AI-driven content generation and SEO optimization tools. It highlights their potential to revolutionize marketing strategies by enhancing efficiency and effectiveness in different aspects of marketing campaigns.

An interview with David Larramendy, the newly appointed president of M6, delves into his plans and challenges for the media group, particularly regarding content development, streaming expansion, and sports broadcasting rights. When questioned about maintaining commercial success, editorial integrity, and pursuing diversification strategies, Larramendy emphasizes the need for a balanced approach to ensure M6's continued growth and competitiveness.

Companies often believe they should make their customers’ experiences as effortless and predictable as possible. But the authors’ research shows that this approach is overly simplistic—and can even backfire. While in some instances (say, watching movies on Netflix) customers want their journeys to be easy and familiar, in others (working out on a Peloton bike or playing World of Warcraft) they want to be challenged or surprised. This article outlines four kinds of journeys: Routines are effortless and predictable and are suited to utilitarian products. Joyrides are effortless and unpredictable and work with products that deliver an on-demand thrill. Treks are effortful and predictable and are associated with products that help people achieve challenging long-term goals. Odysseys are effortful and unpredictable and are perfect for products that facilitate customers’ passion projects. Each type of journey has its own design principles. Routines should offer consistent touchpoints in familiar sequences; joyrides, endlessly varied moments of delight. Treks require goal-posting (breaking big objectives down into small ones), and odysseys, substantive variation and journey tracking. [ABSTRACT FROM AUTHOR]

The article presents the author's views on the need for thorough marketing in new products and services. The author offers examples of both successes and failures for organizations to consider, and recommendations to implement in their marketing strategy. Recommendations include identifying customer needs, product perception, engaging with customers in use cases, developing customer experience, and utilizing a marketing strategy appropriate to the offering and its target customers. Examples include Google Glass, L-Cups,and the Sony Reader.

The article presents information on the use of sensory stimulation as a marketing strategy. Recent research suggests that sense-based marketing can intensify consumer perceptions of a brand and increase sales percentages. Topics include the current focus companies place on visual attributes of a product, the current use of sensory marketing in the automotive industry, and the potential impact of sensory stimulation on memory. Insights from Aradhna Krishna, director of the Sensory Marketing Laboratory at the University of Michigan, and author of the 2013 book, "Customer Sense: How the 5 senses Influence Buying Behavior," are presented. INSETS: Warmth Induces People to Conform;"Taking Sensory Communication to a Whole New Level".

The article lists four ways that one can boost their businesses' social media marketing effectiveness including defining one's goals, exploring which platforms should be used and whether or not you're ready to talk with your audience in real time.

The article focuses on various irritants faced by consumers in the retail sector, including disruptions in product availability, long queues, and cleanliness issues. It highlights the impact of these issues on customer loyalty and retailer profitability, particularly in times of inflation. It further discusses challenges related to marketing strategies, supply chain issues, and price changes.

The article focuses on the resurgence of photo booths that produce strips of analog pictures, particularly among Generation MZ, those born between 1981 and 2005 in South Korea. It discusses the revival of this trend, its popularity among young Koreans, and the various innovations and marketing strategies employed by photo booth businesses to cater to their customers.

The article discusses marketing strategies to help law firms and lawyers advertise on social media. Topics discussed include marketing on established online social media platforms to reach a target audience, law firms' assessment of what they are trying to achieve in their social media presence, and the importance of content strategy and development.

The article explores the essential elements for sustaining a successful makerspace, highlighting the importance of community collaboration, effective marketing strategies, clear policy development, and fostering a supportive staff culture to ensure the space's longevity and impact. Topics include community engagement, marketing strategies, policy development, and staff training.

This article discusses three reasons why authors resist book marketing and provides strategies to overcome that resistance. The first reason is that authors feel they are not ready to market their book because it is not completed, but the article argues that it is never too early to start marketing. The second reason is that authors are intimidated by book marketing because they are unfamiliar with it, but the article suggests that the same creativity used in writing can be applied to marketing. The third reason is that authors find it scary to put themselves and their book out into the world, but the article encourages authors to embrace the exposure and have confidence in their message. The article emphasizes the importance of identifying the book's message, audience, and hook as the foundation for effective book marketing. [Extracted from the article]

The article focuses on the importance of maintaining marketing efforts, even during economic uncertainties, as a means to engage customers, build brand loyalty, and sustain business growth. It emphasizes the value of using cost-effective strategies like social media, digital marketing, and customer-centric programs to retain existing customers, adapt to changing market conditions, and collect valuable data for informed decision-making.

The article reports on the anti-corporate, feminist movie for adults, titled "Barbie," as a strategy to increase the sales of toy company Mattel Inc. Topics discussed are success of the Barbie doll that helped create an expectation of growth and corporate stewardship for female empowerment, problems faced by Mattel with its Project Dawn project, potential of the film and brand to affirm values of inclusivity, diversity and empowerment.

The article discusses marketing strategy for pump industry. It mentions that a good content marketing piece of work solves a problem for customers. It mentions need to produce content for search engine optimization (SEO), which means making use of keywords, optimizing images of web and successfully building relevant links.

The article focuses on marketing strategies for consultants. It highlights the importance of developing a personalized marketing and sales strategy based on individual skills and goals. It emphasizes the need for consultants to define their target market, formulate compelling arguments for their services, identify potential clients with the highest success prospects, consider personal goals, and create a specific marketing and sales strategy tailored to their unique strengths and resources.

The article focuses on the growing market for cold furniture in France, driven by European regulations and consumer demand. It highlights the importance of energy efficiency and marketing in the sector, as well as the challenges faced by manufacturers in balancing energy-saving features with attractive designs and customer preferences for open display units, and the emergence of connected and intelligent furniture that enables data analysis for improved performance and marketing strategies.

The article shows the strategies financial services company Wells Fargo & Co. in developing and marketing products and services tailored to Latinos. It highlights the holistic approach of Wells Fargo to servicing Latino customers, its marketing and advertising approach to servicing Latino account holders , and the programs offered aimed at advancing racial equity through Latino home ownership.

If you’re unhappy at work—and changing roles or companies may be unrealistic given the tough economy—what can you do? A growing body of research suggests that a process called job crafting can be a powerful tool for reenergizing and reimagining your life at work. It involves redefining your current job description to better incorporate your motives, strengths, and passions. The exercise prompts you to visualize your job graphically, map its elements, and reorganize them to shape the job to better suit you. In this way, you can put your own personal touches on the way you see and do your job; and you’ll gain a greater sense of control at work—all of which is especially critical at a time when you’re probably working longer and harder than ever, and will be retiring later. Perhaps job crafting’s best feature is that it’s driven by you, not your supervisor. Research with a range of organizations indicates that employees who engage in job crafting often end up more engaged and satisfied with their work lives, achieve higher levels of performance in their organizations, and report greater personal resilience. Organizations have a lot to gain by enabling job crafting: The exercise lets managers turn the reins over to employees, empowering them to become “job entrepreneurs.” And when raises are constrained or promotions impossible, job crafting may give companies a different way to motivate and retain their most talented employees. [ABSTRACT FROM AUTHOR]

Claudia Marquez, chief operating officer of Genesis Motor North America, says, "At Genesis House, everyone is welcomed as son-nim, our honored guests. The three-floor location features a restaurant, tea pavilion, showroom, stage, library and garden, all of which can be enjoyed whether you are a Genesis owner or not. GENESIS HOUSE, A 46,000-SQUARE-FOOT space, in New York City's Meatpacking District is not just an auto showroom. [Extracted from the article]

The article states that the South African Olive Association (SA Olive) has revealed that most of the country's olive farming is conducted on small regions of farmland. It mentions that before beginning olive farming, potential farmers should take into account various factors such as consumer demand, and marketing strategies, despite the increasing trend in the consumption of olive oil.

The article focuses on innovative brand operations and marketing strategies in various domains. It highlights three specific examples: the collaboration between France-based Lipault (a luggage and travel accessories brand) and Kusmi Tea (a tea and infusion company) in creating a themed color and drink experience; Arte's creation of a video game called Family Bash that explores family relationships and inheritance through a visual novel format.

Copyright of Forum Erwachsenenbildung is the property of Waxmann Verlag GmbH and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Forum Erwachsenenbildung is the property of Waxmann Verlag GmbH and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article reports on the expansion of Chinese electric vehicle (EV) maker BYD to challenge established automobile manufacturers outside China. It informs about BYD's opening of showrooms in cities worldwide and setting up of a system to sip its low-cost cars overseas. An analysis of the competitive advantage and sales strategy of China over Western countries in the EV market is presented.

The article focuses on the rapid advancement of artificial intelligence (AI) in marketing, highlighting its potential to revolutionize marketing practices and the challenges it poses. Topics include the increasing integration of AI in marketing strategies, the importance of workforce training to leverage AI effectively, and ethical considerations regarding AI's impact on marketing practices.

The article focuses on Biogaran's efforts to revitalize its communication strategy through collaboration with new agencies, TBWA (Tee and Bee, Weinrib & Associates) Paris and DDB (Doyle Dane Bernbach) Paris. Topics include the rationale behind this shift, the development of a new brand platform centered on everyday well-being, and the implementation of a comprehensive communication approach encompassing various media channels and messaging strategies.

The article focuses on Adobe's integration of generative artificial intelligence (AI) into marketing services, aiming to enable hyper-personalization at scale for marketers. Topics include the introduction of new features such as Firefly Custom Model and GenStudio, facilitating the creation of customized visuals and streamlining campaign management, as well as discussions on the transformative potential of generative AI in content creation and marketing strategy outlined at the Adobe Summit.

The article discusses the looming maturity of commercial real estate (CRE) loans and the potential impact on the market. It highlights the challenges faced by property owners in refinancing their loans due to falling valuations and higher interest rates. The article also mentions the concerns of banks and investors regarding the potential risks associated with the maturing loans. Additionally, it discusses the importance of scale in the credit card business and the consolidation of the industry among the largest issuers. [Extracted from the article]

The article focuses on pasta manufacturer, Panzani's strategic expansion into the fresh pasta market. It aimed to leverage its strong brand recognition and consumer loyalty to capture new market segments and attract additional consumers in France. It also implemented a comprehensive marketing strategy, including promotions and advertising campaigns, to support the successful launch of its fresh pasta range.

The article discusses the importance of having a grain marketing strategy for farmers. It highlights the challenges faced by farmers who did not have a plan and were caught in a difficult situation when corn futures prices dropped. The author provides three alternatives for farmers to consider in order to mitigate their losses and advises them to learn more about grain marketing. The article emphasizes the need for farmers to have a plan and knowledge in order to navigate the volatile market effectively. [Extracted from the article]

The article examines the decision by toy manufacturer Mattel to release a gender-neutral doll as part of the company's Creatable World series. It discusses how the strategy is intended to appeal to consumers interested in social justice while also challenging social stigma.

The authors shares lessons from opening her own independent bookstore Quiet Quail Books and about novel business models. She tells her experience of opening pop-up bookstores at powwows in California and discusses the power of passion and social media to connect with customers and build a network. She explains the significance of being adaptable to the changing ways promoting and marketing a business, as well as of making a presence in places where Native families have the convenience to shop.

The article offers information on how email marketing 2.0 is shaping a better customer experience. Topics include information on importance of building a long-term relationship with customers; how email marketing is a well-known marketing method that magnifies marketing growth; and how traditional email marketing methods provide customers with a bulk load of messages sent via email.