Search results

1 – 10 of 28

Abstract

Details

Strategy & Leadership, vol. 45 no. 4
Type: Research Article
ISSN: 1087-8572

Keywords

To view the access options for this content please click here
Article
Publication date: 16 May 2016

Kenneth Alan Grossberg

Delineate the strategic implications for three new marketing trends based on digital technology.

Downloads
7185

Abstract

Purpose

Delineate the strategic implications for three new marketing trends based on digital technology.

Design/methodology/approach

The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media.

Findings

Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation.

Practical implications

Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing.

Originality/value

This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

Details

Strategy & Leadership, vol. 44 no. 3
Type: Research Article
ISSN: 1087-8572

Keywords

To view the access options for this content please click here
Article
Publication date: 26 July 2018

Kenneth Alan Grossberg

Maor Zlotzever, a 32-year-old Israeli entrepreneur, was inspired to devote himself to his startup, Axios, by a youthful dream of giving customers genuine value that will…

Abstract

Purpose

Maor Zlotzever, a 32-year-old Israeli entrepreneur, was inspired to devote himself to his startup, Axios, by a youthful dream of giving customers genuine value that will improve lives.

Design/methodology/approach

This case looks at an entrepreneurial non-profit innovator diversifying into the hydroponics market.

Findings

Maor began working on the development of Axios’ hydroponics division as a way to maximize the production capacity of facilities for growing food plants without soil. He and his team designed a simple modular system that requires no computer and can be adapted to use solar power or biogas to drive the hydroponics pump and be energy-neutral. The compact system will sell for much less than competitors’ devices and requires very little “hands on” adjustment while the vegetables are growing.

Practical implications

Maor learned several lessons through his efforts to obtain resources for his project: organizations that position themselves as promoters of the entrepreneurial community often were not inclined to devote resources to idealistic inventions. In contrast, large, supposedly less entrepreneurial organizations like the Ministry of Education, Haifa University and the Israel Institute of Technology, as well as reformist groups like the green organizations, offered support, aid and encouragement.

Social implications

As Steve Jobs said, “People who are crazy enough to think they can change the world, are the ones who do.”

Originality/value

In theory, financial success follows continuous innovation to provide unique value to customers. So far an entrepreneurial innovator intent on doing good by giving customers genuine value that will improve lives is learning to succeed.

Details

Strategy & Leadership, vol. 46 no. 4
Type: Research Article
ISSN: 1087-8572

Keywords

Content available
Article
Publication date: 10 January 2019

Kenneth Alan Grossberg

Downloads
304

Abstract

Details

Strategy & Leadership, vol. 46 no. 6
Type: Research Article
ISSN: 1087-8572

Content available
Article
Publication date: 19 September 2016

Kenneth Alan Grossberg

Abstract

Details

Strategy & Leadership, vol. 44 no. 5
Type: Research Article
ISSN: 1087-8572

Keywords

Content available
Downloads
4062

Abstract

Details

Strategy & Leadership, vol. 43 no. 1
Type: Research Article
ISSN: 1087-8572

Content available
Article
Publication date: 20 July 2015

Kenneth Alan Grossberg

Downloads
755

Abstract

Details

Strategy & Leadership, vol. 43 no. 4
Type: Research Article
ISSN: 1087-8572

To view the access options for this content please click here
Article
Publication date: 1 December 2004

Kenneth Alan Grossberg

American business models have been used as levers to open many industries in Japan to participation by foreign firms, from toy retailing to fast food restaurants and from…

Downloads
1543

Abstract

American business models have been used as levers to open many industries in Japan to participation by foreign firms, from toy retailing to fast food restaurants and from consumer banking to direct selling of computers. This case describes the efforts of All Nations Society to apply an American approach to outsourcing, pricing, and service bundling in the very traditional industry of funeral services so as to create a competitive advantage for itself against companies that practice opaque pricing and have high overheads.

Details

Strategy & Leadership, vol. 32 no. 6
Type: Research Article
ISSN: 1087-8572

Keywords

Content available
Downloads
3374

Abstract

Details

Strategy & Leadership, vol. 42 no. 2
Type: Research Article
ISSN: 1087-8572

Content available
Article
Publication date: 30 August 2013

Kenneth Alan Grossberg

Downloads
157

Abstract

Details

Strategy & Leadership, vol. 41 no. 5
Type: Research Article
ISSN: 1087-8572

1 – 10 of 28