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Perceiving and making sense of different -and often contrasting- external stimuli is one of the many complex tasks that we, as humans, manage remarkably well. this process is part of our basic intuitive functions,we do that extraordinarily well and we cannot prevent  it from happening. Every day, our mind generates tons of ideas, perceptions, feelings …

Perception Vs Reality, The Power of External Influences on Consumers Read More »

Brand engagement goes way beyond loyalty programs and price strategies; it involves recalling the customers’ internal values and a cosy sense of familiarity worth investing time and money. Taking a proactive role, the engaged customer doesn’t act solely as recipients of the brand message but becomes brand ambassador. Brand Engagement is a process, only when a …

The dynamic of Brand Engagement Read More »

DISTRIBUTION CHANNELS: AGENT Vs DISTRIBUTOR Marketing managers have a lot to consider when designing or selecting the distribution channel. The right choice can lead to a considerable advantage over competitors; on the other hand, inappropriate partners and wrong distribution structures can be extremely difficult to change without compromising the brand. The main issues to be …

Distribution Channels: Agency Agreement Vs Distribution Agreement Read More »

The traditional notion of strategic management is based on the identification of a linear relationship between the company and the external world. Strictly linked to the idea of linear dynamic, the traditional school of management recognizes a strong positive relationship between “strategic planning” and “performance”, arguing that a change in one variable must be accompanied …

From Linear to Nonlinear Management Read More »

Customer Centric Organizations place the customer at the core of all aspects of the enterprise. Be customer centric is not an event or an episode but a mindset; it is the underlying sentiment of the company that willingly decides to listen to its customers.  Although customer centricity has been a growing trend for the last …

The Customer Centric Organization Read More »