IMAPâs 50th Anniversary Special Edition of Creating Value
ESG, Disruptive Innovation, Decarbonization, Sustainable Business Practices, Transport & Logistics, Pasta, Consolidation, European Healthcare Services, FMCG, TMT, Global Dealmaker Market Commentary⌠this edition has it all!
You can also meet our new partner Alpen Capital in the GCC and read interviews with Dennis Fotinos Founder & CEO at Noventa Energy Partners and Josef Ĺ uber, CEO and Head of M&A, Orkla Group.
Seriously Cool: Marketing and Communicating with Diverse GenerationsMark McCrindle
Â
Our original 2008 paper on Marketing to the New Generations. This was one of the first papers to outline strategies to market to the global Generation Y, and to define the emerging Generation Z. McCrindle Research.
IMAPâs 50th Anniversary Special Edition of Creating Value
ESG, Disruptive Innovation, Decarbonization, Sustainable Business Practices, Transport & Logistics, Pasta, Consolidation, European Healthcare Services, FMCG, TMT, Global Dealmaker Market Commentary⌠this edition has it all!
You can also meet our new partner Alpen Capital in the GCC and read interviews with Dennis Fotinos Founder & CEO at Noventa Energy Partners and Josef Ĺ uber, CEO and Head of M&A, Orkla Group.
Seriously Cool: Marketing and Communicating with Diverse GenerationsMark McCrindle
Â
Our original 2008 paper on Marketing to the New Generations. This was one of the first papers to outline strategies to market to the global Generation Y, and to define the emerging Generation Z. McCrindle Research.
Week 5 Whats The Big Idea - Ulrich Meyer HollingsUCT Upstarts
Â
Ulrich Meyer-Hollings of Future by Design says, âour imagination is a powerful force of competitive advantageâ. Design Thinking has provided us with a very useful toolkit to build new ventures with real impact - by moving from observation into prototyping and market launch. His pop-up class will introduce this thinking with real examples of how design can future-proof your venture.
My new paper considers the ever changing generational mix in the workplace and how to maximize people development to impact organizational growth in this environment - whatever the generation!
Management manual for a start up entrepreneur - managing teams and leading ne...Charles Pozzo di Borgo
Â
It is a SIMPLE Down-to-Earth Working manual for an entrepreneur-to-be â from foundation to expansion (maturity= business as usual)
For different stages: Things and issues to be tackled, agreements, problem identification, critical capabilities needed in different stages, how to secure those capabilities are available, milestones and way of acting with themâŚ
KEEP the main focus on organisational development and management practices (our course topic)
My own version of BRL (Business Readiness Level ââthermometerâ)
Like a good manual â it has a structure and content pages that lead quickly to the right topic area when your customer âholder of the manualâ has a problem in their hands
The People-Centered Model of Business (tm)nextbyramla
Â
PC-MoB: See The Big Picture
The People-Centered Model of Business (PC-MoB) is a practical tool through which organizations (businesses and others) examine the reality of their markets by focusing on human activity. It has multiple application modules including: Market Insight, Trend-Forecasting, Entrepreneurship, Creativity, Organizational Leadership, and Social Business - amongst other applications that may be developed "wikinomically."
First published here:
http://triplebottomline.com.pk/response.asp?id=1&sub_id=7
A presentation of:
http://nextbyramla.com
It is an organization`s culture that provides the biggest challenge and at the same time, the biggest lever to form an agile organization.
So how can we grasp the concept of organizational culture in an actionable way? What is the essence of an agile culture? What are the elements? How is this culture formed and developed? Where are the levers and pitfalls? What does work hands-on?
Puckett`s book delivers answers to those questions and explains how organizational culture can be created and formed. Insights from organizational psychology are translates into practical advice. Based on analysis of agile organizations and those in transition, the agile culture code is decoded. The core elements of agile organizational cultures are defined and elaborated. The book is filled with field-proven culture hacks, tips, tools and methods, and illustrated with many examples.
Puckett provides a new perspective on organizational culture. For it is in our hands to shape the culture: As individual, as team, as leader. We are organizational culture.
This atlas invites to experiment and create, and shows how organizations can master the agile transformation.
âAn extremely useful tool for anyone struggling to navigate the tricky world of cultural change in organizations.â Michael Wade, Professor at IMD, Director of the Global Center for Digital Business Transformation
âThis book uncovers what is needed to build agility and provides very valuable guidance.â Audrey Clegg, Group Talent Director at Coca-Cola HBC
By methodically approaching innovation, organizations and individuals can generate ideas, stimulate creativity, and ultimately unlock cool. The UNLOCKING COOL presentation is typically delivered as a keynote speach with the slides used as a reference for the discussion.
The Social Intrapreneurs - A Guide by SustainAbility, IDEO, Skoll, AllianzSustainable Brands
Â
Published in partnership with The Skoll Foundation, Allianz and IDEO, the report presents a field guide to the world of social intrapreneurship â its challenges and opportunities â and draws on in-depth research undertaken by SustainAbility in twenty leading global corporations.
Building on SustainAbilityâs earlier research into social enterprise, the field guide spotlights a new breed of social entrepreneur within big business â the social intrapreneur. These corporate changemakers work inside big business, often against the prevailing status quo, to innovate and deliver market solutions to some of the worldâs most pressing social and environmental challenges.
Strategies for Overnight Billionaire Success_ A Step-by-Step Guide.pdfSmartSkill97
Â
Achieving billionaire status overnight sounds like a dream straight out of a fairy tale, but is it truly within the realm of possibility? This seemingly fantastical goal captivates the imagination, suggesting a leap into a world of boundless wealth seemingly at the snap of one's fingers. Yet, the journey to vast riches overnight is more complex than it appears, requiring a combination of luck, timing, and often, a groundbreaking idea. However, it's important to recognize that becoming a billionaire is not an overnight endeavor.
Even for college students, teenagers, or those with limited resources, achieving billionaire status requires more than just desire â it demands dedication, strategic planning, and hard work. So, if you're determined to join the ranks of the world's wealthiest, know that it's possible, but it will require a long-term commitment and unwavering persistence.
The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Culture" and will show you what is meant by an organisation's culture and how leaders shape it.
The advertising revolution will not be televised anymore. Smart minds, smart mouths, smart phones, smart thumbs, and smart messaging are the essence of the New School multi-screen scene. The revolution will be devised by advertisers who can act like rappers, and crack stats like mathematicians.
Smart recipes and the future of personalized nutrition
- Personalized nutrition depends on recipes and guidance, both intelligently adjusted to the individual needs of the consumers
- NLP, AI, Chatbots are already capable today to adjust recipes fully automated to the specific needs of consumers (Needs, such as vegan diet, 4-person household, allergic requirements or microbiome demands)
- Recipes are the essential success factor for fulfilling the demands of personalized nutrition profiles. They are providing a substantially stronger lever in improving nutritional demands than other testing and tracking applications. Interactive chatbot dialogues are guiding consumers through the process while generating relevant datapoints
- Understanding personalized nutrition will provide essential insights into uncovering unfulfilled needs in the market place. Addressing those drives a new perspective on product and service innovation
Week 5 Whats The Big Idea - Ulrich Meyer HollingsUCT Upstarts
Â
Ulrich Meyer-Hollings of Future by Design says, âour imagination is a powerful force of competitive advantageâ. Design Thinking has provided us with a very useful toolkit to build new ventures with real impact - by moving from observation into prototyping and market launch. His pop-up class will introduce this thinking with real examples of how design can future-proof your venture.
My new paper considers the ever changing generational mix in the workplace and how to maximize people development to impact organizational growth in this environment - whatever the generation!
Management manual for a start up entrepreneur - managing teams and leading ne...Charles Pozzo di Borgo
Â
It is a SIMPLE Down-to-Earth Working manual for an entrepreneur-to-be â from foundation to expansion (maturity= business as usual)
For different stages: Things and issues to be tackled, agreements, problem identification, critical capabilities needed in different stages, how to secure those capabilities are available, milestones and way of acting with themâŚ
KEEP the main focus on organisational development and management practices (our course topic)
My own version of BRL (Business Readiness Level ââthermometerâ)
Like a good manual â it has a structure and content pages that lead quickly to the right topic area when your customer âholder of the manualâ has a problem in their hands
The People-Centered Model of Business (tm)nextbyramla
Â
PC-MoB: See The Big Picture
The People-Centered Model of Business (PC-MoB) is a practical tool through which organizations (businesses and others) examine the reality of their markets by focusing on human activity. It has multiple application modules including: Market Insight, Trend-Forecasting, Entrepreneurship, Creativity, Organizational Leadership, and Social Business - amongst other applications that may be developed "wikinomically."
First published here:
http://triplebottomline.com.pk/response.asp?id=1&sub_id=7
A presentation of:
http://nextbyramla.com
It is an organization`s culture that provides the biggest challenge and at the same time, the biggest lever to form an agile organization.
So how can we grasp the concept of organizational culture in an actionable way? What is the essence of an agile culture? What are the elements? How is this culture formed and developed? Where are the levers and pitfalls? What does work hands-on?
Puckett`s book delivers answers to those questions and explains how organizational culture can be created and formed. Insights from organizational psychology are translates into practical advice. Based on analysis of agile organizations and those in transition, the agile culture code is decoded. The core elements of agile organizational cultures are defined and elaborated. The book is filled with field-proven culture hacks, tips, tools and methods, and illustrated with many examples.
Puckett provides a new perspective on organizational culture. For it is in our hands to shape the culture: As individual, as team, as leader. We are organizational culture.
This atlas invites to experiment and create, and shows how organizations can master the agile transformation.
âAn extremely useful tool for anyone struggling to navigate the tricky world of cultural change in organizations.â Michael Wade, Professor at IMD, Director of the Global Center for Digital Business Transformation
âThis book uncovers what is needed to build agility and provides very valuable guidance.â Audrey Clegg, Group Talent Director at Coca-Cola HBC
By methodically approaching innovation, organizations and individuals can generate ideas, stimulate creativity, and ultimately unlock cool. The UNLOCKING COOL presentation is typically delivered as a keynote speach with the slides used as a reference for the discussion.
The Social Intrapreneurs - A Guide by SustainAbility, IDEO, Skoll, AllianzSustainable Brands
Â
Published in partnership with The Skoll Foundation, Allianz and IDEO, the report presents a field guide to the world of social intrapreneurship â its challenges and opportunities â and draws on in-depth research undertaken by SustainAbility in twenty leading global corporations.
Building on SustainAbilityâs earlier research into social enterprise, the field guide spotlights a new breed of social entrepreneur within big business â the social intrapreneur. These corporate changemakers work inside big business, often against the prevailing status quo, to innovate and deliver market solutions to some of the worldâs most pressing social and environmental challenges.
Strategies for Overnight Billionaire Success_ A Step-by-Step Guide.pdfSmartSkill97
Â
Achieving billionaire status overnight sounds like a dream straight out of a fairy tale, but is it truly within the realm of possibility? This seemingly fantastical goal captivates the imagination, suggesting a leap into a world of boundless wealth seemingly at the snap of one's fingers. Yet, the journey to vast riches overnight is more complex than it appears, requiring a combination of luck, timing, and often, a groundbreaking idea. However, it's important to recognize that becoming a billionaire is not an overnight endeavor.
Even for college students, teenagers, or those with limited resources, achieving billionaire status requires more than just desire â it demands dedication, strategic planning, and hard work. So, if you're determined to join the ranks of the world's wealthiest, know that it's possible, but it will require a long-term commitment and unwavering persistence.
The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Culture" and will show you what is meant by an organisation's culture and how leaders shape it.
The advertising revolution will not be televised anymore. Smart minds, smart mouths, smart phones, smart thumbs, and smart messaging are the essence of the New School multi-screen scene. The revolution will be devised by advertisers who can act like rappers, and crack stats like mathematicians.
Smart recipes and the future of personalized nutrition
- Personalized nutrition depends on recipes and guidance, both intelligently adjusted to the individual needs of the consumers
- NLP, AI, Chatbots are already capable today to adjust recipes fully automated to the specific needs of consumers (Needs, such as vegan diet, 4-person household, allergic requirements or microbiome demands)
- Recipes are the essential success factor for fulfilling the demands of personalized nutrition profiles. They are providing a substantially stronger lever in improving nutritional demands than other testing and tracking applications. Interactive chatbot dialogues are guiding consumers through the process while generating relevant datapoints
- Understanding personalized nutrition will provide essential insights into uncovering unfulfilled needs in the market place. Addressing those drives a new perspective on product and service innovation
Die digitale Revolution - Neue Geschäftsmodelle statt (nur) neue KommunikationBloom Partners GmbH
Â
Die Digitalisierung von Geschäftsprozessen entwickelt sich zu der zentralen unternehmerischen Herausforderung. Der vorliegende Artikel zeigt anhand einer empirischen Studie mit fßhrenden Markenunternehmen, dass die Digitalisierung von Kommunikations- und Vertriebswegen erst dann zum effizienten Erfolgstreiber wird wenn das Top-Management die Initiativen strategisch unterstßtzt und die Agilität des Unternehmens im Umgang mit den Kunden gesteigert werden kann.
Building strong brands has always been a major task in the creation of lasting company value. However, this has become a difficult task that is often driven by the consumer more than by the company itself. The proliferation of social media tools, the mobile web and the growing information power of target customers pose many new challenges. Dr. Markus Pfeiffer will present four fundamental strategies to help your brand grow in a digital-only environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Â
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.đ¤Ż
We will dig deeper into:
1. How to capture video testimonials that convert from your audience đĽ
2. How to leverage your testimonials to boost your sales đ˛
3. How you can capture more CRM data to understand your audience better through video testimonials. đ
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Â
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website â www.pmday.org
Youtube â https://www.youtube.com/startuplviv
FB â https://www.facebook.com/pmdayconference
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Â
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Building Your Employer Brand with Social MediaLuanWise
Â
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement â helping to position your organization as an employer of choice in today's competitive talent landscape.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Â
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Â
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firmâs foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Â
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Improving profitability for small businessBen Wann
Â
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Sustainability: Balancing the Environment, Equity & Economy
Â
Goodbye and good luck Mr. Kotler
1. Marketing
Goodbye and good luck, Mr Kotler
by Christian BlĂźmelhuber
Goodbyes are never easy. They're particularly hard when you have to bid
your adieus to people whom you like and respect, and to stars that have as
much meaning and influence as Mister Kotler. However, regardless of how
hard it is, dear Kotlerians, it is time for to say goodbye. Your reign is over.
We, the marketers, are leaving the âKotlerian sectorâ!
3 6 I Expertise from Solvay Business School I June 2007
2. Marketing
B
ill Gates, Steve Jobs and Alan seems to be imperfect substitution con- play the old songs and keep the light
Greenspan, Herbert Simon, cerning his ideas around the so-called burning. But those old songs are just
Peter Drucker and Michael marketing concept, around customer romantic fiction. They remind us of
Porter: the only marketing guy satisfaction as the main marketing goal, bygone times: the times of hierarchic,
who fits into that line is Philip Kotler, the around toolboxes and flowcharts, and rational, ordered and systematic manag-
one and only King of Marketing. especially around APIC*, STP* and the ed institutions, the times of Ford and
For generations of students, market- Four P´s*. In other words, around the ele- Taylor, of the assembly line and FMCG,
ers, and consumers, he IS marketing. Like ments that define and bring alive the the modern times.
nobody else, he stands for the âmodern âModern Marketing Approachâ. We are in a new state, a new era
concept of marketingâ. He helped to But modernity has lost its glamour now characterised as post-postmodern,
establish marketingâs credibility as both a and explanatory power. And so more and reflexive, liquid or hyper-modern (see for
discipline and a practice. He spread the more scholars, academics, and even example Bauman 2000; 2005; Lipovetsky
cultural influence of marketing around managers claim that marketing needs 2005; Beck, Giddens & Lash 1994).
the globe, and for this reason has he reform, perhaps a revolution âat least a The passage from the solid phase of
raised standards of living and created new paradigm. modern-ity to a more liquid phase of
new jobs. We could tell a long story modernity leaves behind modernityâs
about inventing and recycling, of hopes The Frank Sinatra clearly defined borders, tiresome but
and beliefs. But to make it short: he is of marketing reassuringly stable routines, slow pace of
modern marketingâs superstar. Frank Sinatraâs time is over. He had his change, predictable futures, and long
Sherwin Rosen (1981) defined super- hits and appearances, but now heâs dead. usefulness of skills â in other words:
stars as phenomena wherein relatively Not only buried in the warm cover of modernityâs security! What we are seeing
small numbers of people dominate the
activities in which they engage âand
earn enormous amounts of money. Thatâs
not only the case for athletes and movie
To cope with a fast, unpredictable, and insecure
stars, but also for celebrity CEOs and
Ăber-Academics. We, the people, were
trained to see the world through a lens world, people need the continuous presence of
coloured by the number of âhitsâ
(Anderson 2006) âand the fields of
marketing research and education are no something familiar.
exception. Everyone would agree that our
fieldâs winner who âtakes it allâ (Abba) is
the S.C. Johnson & Son Distinguished Cathedral Cityâs soil, but also in peopleâs now is a condition in which structures,
Professor of International Marketing at memories. institutions, patterns of routines, choices
the Kellogg School of Management, The same is true for Mr Kotler. He is or acceptable behaviours can no longer
Northwestern University, Mr Philip Kotler. dead ânot physically, but, following keep their shape.
The results of his stardom are evident Stephen Brown as Alan Smithee (1997), It is bringing about a collapse in the
to everyone interested in the marketing his thinking is dead. Like Frankie Boy, he long-term thinking, planning, and acting
field. Generations of students, academics, is celebrated and recycledâ perhaps not that used to be a prerequisite for strate-
managers and consultants used Kotler´s with a museum in Las Vegas, and proba- gies and strategic marketing. We are now
models, discussed them, applied them, bly not with a Broadway show, but with confronted with lives that are more and
and distributed them. In their eyes, there lots of nostalgic fans who continue to more fragmented, with parallel strategies
and series of new beginnings and end-
ings, of decouplings and embeddings.
And each new step, each new episode in
How can you profit from our lives and our marketing calls for a
different set of skills and a different
post-Kotler marketing ideas? arrangement of assets (Bauman 2007,
page 3).
The InBev Baillet Latour Chair at Solvay Business School is committed to Stability is gone. The future is less
delivering new ideas, better concepts, models and theories for the liquid predictable. The value of skills and assets
economy. If you are interested in profiting from our research and efforts, changes rapidly. Modernity is over. But
or in participating or sponsoring our studies, then contact me: Kotler seems to be still alive. Why is that?
christian.bluemelhuber@ulb.ac.be
For those who want to learn, understand, and profit from the top ideas of The manager´s teddy bear
marketing´s long tail â please apply for membership of our âEuropean In liquid times, new concepts are
Marketing & Sales Labâ: This new Solvay programme delivers the latest everywhere but APIC, the Four Ps and STP
marketing thinking and concepts, and brings you together with top- will survive and live forever. Teachers,
researchers and professionals. More information at www.solvay.edu/lab consultants, and managers around the
globe use Kotler´s ideas, spread Kotlerâs
June 2007 I Expertise from Solvay Business School I 3 7
3. Marketing
world that is occupied by slow, change- plexity, but sheer volume. New concepts
resistant people, who have to align both are everywhere. Some of them, like
rapidity (the future), and slowness Customer Experience Management or
(the past). To cope with the fast, Beautiful Corporations, may get or may
unpredictable, and insecure world, peo- already have had their âseason in the
ple need the continuous presence of sunâ (Terry Jacks). But lots are hidden in
something familiar. dusty shelves, in the most obscure cor-
Like a child with a teddy bear, doubt- ners of the web or in weird scientific
ful and anxious managers carry the most journals.
important classics as reminiscence and We could read this situation as tyran-
grounding. The more our presence and ny, as the paradox of choice: lots of
future seems to be the hotbed of uncer- choices, but less satisfaction. But we
tainties, the more weâll have to carry the could also read this situation as a variety
past â like a teddy bear â into the future. of possibilities, where you can find the
The harder it is to understand model, concept or idea that really fits
markets, customers, strategies, and suc- your needs, your situation, your company,
cesses, the more important seems to be brand, and products. Certainly, thereâs a
Mr Kotler as marketingâs most important lot crap in this âLong Tailâ of marketing,
teddy bear. He is the managerâs link to but also there will surely be THE one idea
Christian BlĂźmelhuber the past. that a manager could, or should, have
For sure, there is only one Philip cherry-picked.
⢠Born 1966 in Freising/Germany ⢠Research: Brand-Management, Kotler. Many follow him âbut there is When Anderson (Anderson 2006)
⢠University of Munich: Master of Euro-Marketing, Subjective also a group that doubts. His reign is asks us to think of culture as an ocean
Business Administration (1993), Communications under attack because the world has and of islands as the only features above
PhD. (2000), assistant professor ⢠Research Methods: Empirical: changed. the surface, the hit-rate over the years
⢠Technical University Munich: qualitative and quantitative, mean that the biggest island on the
Professor for Marketing (2003-
2005)
interpretative research
⢠Co-Founder of ânewsports
Kotlerâs successors and the marketing globe is undoubtedly occupied
⢠Solvay Business School: holder GmbHâ and Innovator of two long tail* of marketing by the Kotlerians. However, islands are
of the Inbev-Baillet Latour sports (SOCCAFIVE and J-TEN- In 1960, McGregor introduced Theory X just tips of vast undersea mountains.
Chair for Euromarketing, pro- NIS -(now Mickeys Tennis: sold and Theory Y on the management of When (information) costs and efforts of
fessor at UniveritĂŠ Libre de to Disney-) employees. Whereas Theory X represent- distribution fall, itâs like the water level
Bruxelles (since 2005) ⢠Consulting for International ed an old style of management in falling in the ocean. New islands surface.
⢠Since 2002: Assistant Director Companies, including Direkt- which employees were mindless robots, And instead of a few hits, weâll uncover
of the Center on Global brand AnlageBank, Henkel, O2, Pro-
Theory Y represented a new style in hundreds of smaller, but more beautiful,
Leadership, a joint platform of Sieben, Gore
the Columbia University, the ⢠Well-known Speaker at which employees are creative and accept lesser occupied, and therefore more
University of Munich, Seoul Conferences (like FIFA-Football- responsibility. We could argue that itâs interesting isles.
University, and the ESADE in Congress Munich 2005, several now time that marketing switched from Like our culture and economy, mar-
Madrid. Brand Association Meetings) a Kotlerite Theory P (Push/Pull, 4Ps) to a keting is shifting away from a focus on a
⢠Developer and Director of the ⢠Inhouse-Training for companies new Theory (as for example suggested by relatively small number of hits, main-
âEuropean Marketing and Sales like DaimlerCrysler, LaBraas, Urban 2006). I donât think that thatâs the stream products, markets, and concepts
Labâ. Gore, L´OrĂŠal
best answer. Itâs certainly time to quit at the head of a demand curve, and
christian.bluemelhuber@ulb.ac.be Theory P, but following Lyotardâs legacy instead is moving towards a number of
that posits the end of metanarratives niches in the tail. And what is true for
(Lyotard 1979), there is no place for a information products like books and
influences into the business world, and Grand Theory in post-post-modern times. music is surely true for the information
reproduce him again and again. Although There is no single theory that could product per se: the information.
some may doubt, the vast majority of replace the modern concept. There is no Marketing will get richer and more effec-
managers seem to love him, follow him, clear and simple call, like âFollow Kotler tive when it applies concepts, theories or
applaud him, and apply his ideas. and you will have success!â that could be ideas that really fit to a situation, a
We can explain this commitment and interpreted as THE marketing credo of a brand, a culture etc.
behaviour with an interesting theory of modern world. Grand ideas have lost Breaking free from Kotler, the Hit
Odo Marquard, a German philosopher. credibility. Man, means more variety in marketing,
His âteddy bear effectâ explains the In post-post-modern, liquid, reflexive better fitting solutions, better results,
familiar situation of a fast-changing economies, we not only face more com- and higher profits.
A long tail can only survive when the
costs of reaching the niches and finding
the ideas fall dramatically. When man-
The new logic seems to be quite the opposite of the agers find filters and navigators that lead
them through the tail, marketing will be
reborn. In a Long-Tail-Post-Kotler-Ocean
traditional Kotlerian mass-marketing approach. of Marketing Ideas, marketing blogs,
3 8 I Expertise from Solvay Business School I June 2007
4. Marketing
marketing journals and marketing pro-
grammes like the European Marketing Experimentation is encouraged, luck is accepted,
and Sales Lab can be the Santa Marias.
Professors and journalists, bloggers and
real experts have to filter out the noise and inexperienced employees are welcomed to
and crap and so will increase the quality
of marketing in general and âmore
specificallyâ of the marketing concept in create weird ideas.
use.
Against Kotler:
new topics and ideas We and our models, theories, and the P â âplanningâ â of course (consistent
There are hundreds of interesting ideas, concepts should accept that marketing is with the P-approach) stands out.
but the few that stand out will be the becoming everyoneâs role. It is no longer Everything seems to be planned, and
main islands, the hits, and the beacons of just the role of professional managerial planned: from communication to design,
marketing in liquid times: a consumerâs cadres educated at top business schools from strategies to product usages. But:
marketing! or graduates of expensive trainee ⢠Had the big successes really been
Perhaps the most important new programmes at Unilever or P&G. Such an planned, analysed, implemented, and
contribution to the book of âGrand idea defines marketing a societal activity controlled? Or did Post-Its, Penicillin, or
Marketing Theoriesâ (see the discussion and overcomes the implicit bias of the Viagra just happen accidentally? Didnât
above) comes from Stephen Vargo and marketerâs perspective. they just appear, like a rainbow? Havenât
Robert Lusch (2004). They suggest noth- the companies just been lucky? Didn´t
ing less then a âNew Dominant Logic of More flexibility â and they exploit an opportunity instead of
Marketingâ, that synthesises key aspects more luck in marketing following a business plan?
of actual marketing thoughts âsuch as management ⢠Do consumers really use and under-
resource-advantage theory and relation- Let me follow the Kotlerian path of mar- stand products, services, and brands, as it
ship marketing. keting-management that is marked by was planned in the marketing depart-
This would-be new paradigm is so 4 P´s and directed through APIC, where ment? Hijacked brands (Wipperfßrth
highly abstract and broad that it is being
discussed as the strongest candidate to
provide THE marketing framework of our
time. This new logic is service-centred
Marketing concepts
rather then goods-centred. It focuses on As a reference for 4Ps, APIC, and STP see any of Kotlerâs Textbooks. The latest is the12th edi-
operant instead of operand resources, is tion of Marketing Management, co-authored by Kevin Lane Keller (2006 published by Pearson).
relational and not transactional, and
interprets the customer as a co-producer 4Ps. Marketing activities come in many forms. The most famous set of activities was
of value. Briefly, the new logic seems to established by McCarthy, who classified all tools into four groups, which are called the Four P´s
be quite the opposite of the traditional and can be interpreted as the âholy quadrupletâ of a âKotlerian Marketingâ approach: product,
Kotlerian mass-marketing approach, so price, place (distribution), and promotion (communication).
itâs an obvious suggestion, as any class on APIC. Analysis, Planning, Implementation, and Control: these are the four steps of the (market-
formal creativity will agree. ing) management process.
The most important aspect and main
idea of this logic is, in my view, the STP. This stands for a core concept of modern marketing management: Segmentation,
conceptualisation of the consumer as a Targeting, and Positioning. It starts with the idea that nobody likes the same hotel rooms,
co-creator who takes an increasingly movies, or cookies. Therefore, marketers divide up markets into segments, identify and profile
active role in the processes of production, distinct groups of buyers, decide which segments to serve, and position the offering in the
marketing and consumption. If we took minds of the target buyers (which means: deliver central benefits to that group).
this idea to the next level, than we would
discuss a âmarketing of consumersâ Long Tail. The Long Tail is the colloquial name for the distribution curve where a high-frequen-
âmarketing that re-empowers cus- cy amplitude population is followed by a low-amplitude population. In many cases, the low-
tomers, that allows them, and not just amplitude part (the Long Tail) can comprise the majority of the whole âpopulationâ. The Long
the company, to drive a market. Such Tail is seen as a business model where âproductsâ of low volume can collectively make up a
marketing goes beyond âpoll-iticsâ and market share that rivals or even exceeds the few hits or best-sellers in a market.
re-emerges as a toolbox for the post-,
Brown, Stephen. Some would label him the Anti-Kotler. Stephen is a marketing professor of
hyper or liquid consumer. Marketingâs Ulster University and has published numerous articles that contradict and provoke âclassicalâ
role could become that of facilitating or thinking. He is âAlan Smitheeâ who âkilledâ Kotler in a European Journal of Marketing publica-
co-ordinating the efforts of members of tion of 1997 titled âKotler is deadâ. He also asked managers to tease and torment their
a community or tribe around a product, customers (Harvard Business Review, Oct/2001), has identified Harry Potter as an outstanding
service, or brand. Thatâs a co-producer, role-model of successful marketing (Brown 2005), and has promoted a âCelticâ marketing
not a provider role (see for example Firat approach.
& Dholakia 2006).
June 2007 I Expertise from Solvay Business School I 3 9
5. Marketing
2005), twisted servicescapes (Aubert- his co-authors, promotes unconventional
Anderson, Chris (2006). Lipovetsky, Gilles (2005). Gamet 1997), or Doppelgänger images and interesting ideas. Take serendipity,
The Long Tail. London, Hypermodern Times. (Thompson, Rindfleisch & Arsel 2005) are ethics, and driving markets as examples
Random House. Cambridge, Polity. among the concepts that explain and (Kumar, Scheer & Kotler 2000; Kotler
discuss the high flexibility of customers 2006), and understand that Kotler not
Aubert-Gamet, VĂŠronique Lyotard, Jean-Francois
when they use products, services, and only covers and interprets the songs or
(1997). âTwisting (1979). La condition post- brands, in an unintended way. concepts of the 60s, 70s, and 80s, but
Servicescapes: diversion of moderne. Paris, Les ĂŠditions All these aspects, flexibility, non- also drives marketing in a new direction.
the physical environment in de minuit. intentional designs and even luck can of For example, he introduced the market-
a re-appropriation process.â Rosen, Sherwin (1981). course (and please recognise my driving phase as a new step or orienta-
International Journal of âThe Economics of Superstars.â âKotlerian loopâ now:) be managed. Not tion a company can adopt towards the
in an APIC way, but in a way that is more marketplace. This phase triggers industry
Service Industry Management The American Economy
consistent with our fast-changing breakpoints, comes from a visionary (and
8(1): 26-41. Review 71(5): 845-858. environment. not a planner or marketing âmachineâ)
Bauman, Zygmunt (2000). Smithee, Alan (1997). Follow Louis Pasteur, who once said, and focuses more on potential than on
Liquid Modernity. Cambridge, âKotler is dead!â European âluck favours the prepared mindâ. And try existing customers.
Polity Press. Journal of Marketing 31(3/4): to understand what your customers real- Experimentation is encouraged, luck
Bauman, Zygmunt (2005). 317-325. ly sense, feel, think, and do. Embrace is accepted, and inexperienced employ-
Liquid Life. Cambridge, Thompson, Craig, Aric qualitative, ethnographic studies. Bet on ees are welcomed to create weird ideas.
several horses, not just one. Be prepared! Doesnât that sound post-Kotler?
Polity Press. Rindfleisch & Zeynep Arsel These seem to be calls for a ârational Absolutely. These attempts prove his
Bauman, Zygmunt (2007). (2005). âEmotional Branding logicâ for a marketing management of marketing aptitude for betting on the
Liquid Times. Living in the and the Strategic Value of our times. Not convinced yet? Thatâs OK, right horse. And for that we praise him,
Age of Uncertainty. the Doppelgänger Brand but you should be as unconvinced as you love him and follow him. Or is this all
Cambridge, Polity. Image.â Journal of Marketing are about the classic APIC model. only a marketing-trick in line with
Beck, Ulrich, Anthony 70(Jan): 50-64. Brownâs Harry-Potter-Marketing-Tralala
Giddens & Scott Lash Urban, Glen (2006).
Kotler, the comeback kid! (Brown 2005)? Shouldnât we interpret
Most champions do not clear the stock these attempts as ornamental additions
(1994). Reflexive Customer Advocacy. A New voluntarily, and this applies to Mr Kotler, to his modern house? Some of you will
Modernization: Politics, Paradigm for Marketing? too. He tried to keep up with the remember the credo of Adolf Loos, the
Tradition and Asethetics in Does Marketing Need Reform? Brownâs*, and presented ânewâ topics and modern Austrian architect and critic who
the Modern Social Order. Jagdish Sheth & Rajendra ideas that seem to fit better in post- defined âornament as crimeâ. We could
Cambridge, Polity. Sisodia. Armonk, New York, modern times. see Kotler´s latest articles as a crime on
My feelings about this are ambiva- his original ideas, since they are hard to
Brown, Stephen (2005). M.E.Sharpe: 119-125.
lent. On one hand, Kotler proves his understand, even harder to follow and
Wizard! Harry Potter´s Brand Vargo, Stephen & Robert âbondageâ to the past. Take his attempt âhardest of all for a modern Kotlerianâ
Magic. London, Cyan. Lusch (2004). âEvolving a to promote the idea of âholistic market- impossible to integrate into a holistic
Firat, Fuat & Nikhilesh New Dominant Logic for ingâ. Together with his new co-author of Kotlerian concept!
Dholakia (2006). Does Marketing.â Journal of Marketing Management âKevin Lane
Marketing Need to Transcend Marketing 68(1): 1-16. Keller, another Ăberfather, but on Brand Thank you, Mr Kotler,
Modernity? Does Marketing Venkatesh, Alladi, Lisa Managementâ he calls for a more and goodbye
integrated marketing that embraces all Kotler is by no means dead. Kotler himself
Need Reform? Jagdish Sheth Penaloza & Fuat Firat stakeholders and functions. This is easy is Post-Kotler. Itâs his followers, the
& Rajendra Sisodia. Armonk, (2006). The Market as a Sign to understand, and it sounds great. No Kotlerians, who are stuck in the past.
New York, M.E.Sharpe: 126- System and the Logic of the doubt thousands of managers will follow His modern ideas live in these managers
133. Market. The Service-Dominant that suggestion, because âit makes as cultural influences âhis numerous
Kotler, Philip (2006). Ethical Logic of Marketing. Dialog, senseâ. followers simply donât write him off.
So far, so good? Ah! Bad! Surely itâs But remember that we live in the
Lapses of Marketers. Does Debate, and Directions. Robert
just another placatory sweet or poison complicated, insecure times of a âde-
Marketing Need Reform? Lusch & Stephen Vargo. pill, another teddy bear for managers Americanisation of marketing thoughtâ
Jagdish Sheth & Rajendra New York/London, M.E.Sharpe: stuck in the past? Isnât this orchestration (Venkatesh, Penaloza & Firat 2006), that
Sisodia. Armonk, New York, 251-265. just another modern concept making totally differs from a pre-9/11, stable
M.E.Sharpe: 153-157. WipperfĂźrth, Alex (2005). interesting promises that cannot be ful- modern setting. Change is not an option,
Kumar, Nirmalya, Lisa Scheer Brand Hijack. Marketing filled? Doesnât it make more sense to fol- itâs a necessity. Break free from âmodernâ
& Philip Kotler (2000). Without Marketing. low different, parallel strategies rather Kotler. Kill this Kotler in your marketing
than just one holistic one? Shouldnât we mindset, and be more open to the Long
âFrom Market Driven to New York, Portfolio/Penguin believe in Sperm-Strategies instead of Tail of marketing, and to ideas that fit
Market Driving.â European Group. integration? Didnât we leave the modern todayâs circumstances better. Be ready for
Management Journal 18(2): sector? Didnât we break down that wall? the post-Kotler Kotler. Be ready for your
129-142. On the other hand, Kotler, together with future. G
4 0 I Expertise from Solvay Business School I June 2007