When marketing misses a trick: Failure to spread word about firm’s successes

Abstract

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 his own impartial comments and places the articles in context.

Findings

The piece discusses the gains derived from Lean Six Sigma projects at a UK food manufacturing site and identifies gaps in potential benefits, in particular how well any potential marketing messages were exploited by the organization. The findings critically evaluate the impact that marketing function involvement could have in helping to promote the wider productivity message and its contribution to the wider corporate social responsibility (CSR) strategy for the organisation.

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.

Citation

(2014), "When marketing misses a trick: Failure to spread word about firm’s successes", Strategic Direction, Vol. 30 No. 11, pp. 13-15. https://doi.org/10.1108/SD-09-2014-0133