malone-500

Spring 2010
Volume 51, Issue # 3

advertisement
Courtesy of Novartis.

What Every CEO Needs to Know About Nonmarket Strategy

  • Research Feature
  • Read Time: 23 min 

Nonmarket strategy recognizes that businesses are social and political beings, not just economic agents. Smart executives engage with their social and political environment, helping shape the rules of the game and reducing the risk of being hemmed in by external actors. These executives realize that in a global economy, sustained competitive advantage arises from tackling social, political and environmental issues as part of a corporate strategy — not just pursuing business as usual.

Courtesy of Flickr user cafemama.

Can Product Returns Make You Money?

  • Research Feature
  • Read Time: 12 min 

Marketers and sellers hate product returns, but smart companies aren’t passively accepting them as bitter pills to be swallowed. They’re managing product-return policies to maximize future profits.

Courtesy of BMW.

Innovation Strategies Combined

  • Research Highlight
  • Read Time: 7 min 

Courtesy of BMW.

Continuous innovation is the engine that drives highly successful companies such as Apple, General Electric, Google, Honda, Hewlett-Packard, Microsoft, Procter & Gamble, Sony, Tata group and many others.

advertisement

Image courtesy of Flickr user Pixelsior.

The Compliant Customer

  • Research Highlight
  • Read Time: 3 min 

Customer-centricity may sound like a good idea. But a new breed of companies focuses instead on getting the customer to comply with a company’s systems.

Courtesy of New York: Basic Books

Are You ‘Pushing’ in a ‘Pull’ World?

  • Opinion & Analysis
  • Read Time: 3 min 

Courtesy of New York: Basic Books.

Marketers have increasingly recognized that their world has been changing from “push” to “pull.” Traditionally, they could push advertising and other marketing content toward potential customers to tout new products or services.

Courtesy of Procter & Gamble

Is Your Company As Customer-Focused As You Think?

  • Research Feature
  • Read Time: 19 min 

To become a customer-focused organization requires senior executives to open up communication with people throughout the organization so they can hear what is actually going on — as opposed to a sanitized version. Few companies make this leap, even though not doing it can hurt long-term performance. However, managers can come to terms with their company’s weaknesses in the realm of customer focus by posing a set of five questions specifically designed to uncover their vulnerabilities.

advertisement

Image courtesy of Flickr user .bobby.

What Execs Don’t Get About Office Romance

  • Research Feature
  • Read Time: 23 min 

Sexual harassment — and how to deal with it — is well understood by most companies. But now new dangers are being recognized in the ways an office romance affects the people around it. “Hostile work environment” claims, and their financial costs, are just the start.

Image courtesy of NASA/Sean Smith.

The Digital Natives, and You

  • Opinion & Analysis
  • Read Time: 2 min 

What it means when people who grew up with technology in their hands become the heart of a work force — and what it means if managers don’t understand them.

Image courtesy of Apple Inc.

A Business Plan? Or a Journey to Plan B?

  • Research Feature
  • Read Time: 13 min 

From Apple to Twitter, some of the most successful businesses are not what their inventors originally envisioned. The Twitter story, in fact, is a powerful reminder that an entrepreneur’s main job is not to flawlessly execute the business idea so lovingly articulated in his or her business plan. It’s to embark on a learning journey that may or may not reach the destination originally envisioned. Instead, the company may end up at a more successful Plan B.

malone-500

The Collective Intelligence Genome

  • Research Feature
  • Read Time: 28 min 

A user’s guide to the building blocks of collective intelligence: By recombining CI “genes” according to the work required, managers can design the powerful system they need.