Is sustainability-centered marketing the way ahead?

Norbert Bol

A sustainability-centered marketing strategy is not leading to superior customer-brand relationships and fi rm performance. 2019) where they have compared three marketing strategies: Market-driven strategy with a focus on customers, employees and suppliers. Marketing strategies in companies have long been dominated by a market-driven approach to achieve superior customer-brand relationships and fi rm performance.

Positive marketing innovation

Norbert Bol

In the December 2015 issue of the Journal of Business Research there is an interesting article about positive marketing. Positive marketing is the ideal form of marketing as it aims to create value for the firm and its customers and society. In that respect it is more than cause marketing, green marketing and social marketing. Positive marketing adds value to the whole triple bottom line, also known as People, Planet and Profit.

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Join Us for The Marketing Conference Next Week!

BrainZooming

Want to hang out with some of the Brainzooming crew in San Francisco next week and learn all kinds of valuable information on content marketing, social media, marketing strategy, and branding? Yes, it’s possible to do a deep dive into all those areas, plus network with other smart marketers from across industries, all in one location. I’ll be doing workshops on content marketing and collaborative branding strategy.

An Obstacle to Resolve or a Bona Fide Emerging Issue?

Focused Momentum

A measure of strategic management capabilities is how well a leadership team can balance responding to market conditions and staying focused on achieving objectives set out in a long-range strategic plan. Testing of this balancing act starts in the early months of implementing a new strategic direction as operational teams start digging into new objectives. Strategic Management

Content Marketing Strategy – 5 Things Your Content Can Deliver

BrainZooming

Five Things Your Content Marketing Strategy Should Deliver. While Kodi Foster presented lots of great ideas, that whole very little free time necessitates focusing on one item: this photo which details five things Kodi says audiences expect a brand’s online content marketing strategy to deliver for them. His five-points form a strong checklist with which to assess your content marketing strategy. What a strong first day at the Brand Strategy Conference in New York.

CEO’s who are blogging about strategy

Norbert Bol

In this Strategy Blog I would like to share with you the blogs of CEO’s that I follow because they also discuss strategic management issues. If you have additions to this list of CEO’s who blog about strategic management issues please let me know. Strategic Management Communication Leadership Marketing Social Media Strategy

How sustainable consumption relates to knowledge, seriousness and culture

Norbert Bol

International Journal of Research in Marketing. Strategic Management Consumption Economy Marketing Strategy SustainabilityAs we probably all know, we are currently consuming more than the planet can reproduce. The annual Earth Overshoot Day is happening sooner every year. Last year this day was 1 August. Less consumption or more sustainable consumption lifestyle is therefore necessary, because we have only one planet.

At what speed do we close the green finance gap?

Norbert Bol

For example banks have strengthened their regulation, supervision and risk management under Basel III (an internationally agreed set of measures developed by the Basel Committee on Banking Supervision) with more emphasis on liquidity. Strategic Management Finance Innovation Investment Strategy Sustainability

Social media: value creation through interaction

Norbert Bol

Industrial Marketing Management. Strategic Management Innovation Marketing StrategyLast week I wrote about how Facebook is becoming the innovation platform. Singaraju et al. 2016) point out that social media platforms should not only be viewed as a context in the communication, value co-creation or innovation between participants.

Apathy, Ambivalence and Annoyance in co-creation and gamification

Norbert Bol

In a different context these three issues were recently discussed by Malshe & Friend (2018) in the Journal of the Academy of Marketing Science. Journal of the Academy of Marketing Science , 1-26. Strategic Management Blog Co-Creation Collaboration Innovation MarketingIn this Strategy Blog I follow up on the topic of gamification. Specifically where potential users do not engage, because of their apathy, ambivalence or annoyance.

Successful sustainability

Norbert Bol

used into the mass market and contribute to transforming society. usion potential) and “Dissemination Rate” (market share), three categories are introduced for products and services: Poor dogs: low Di?usion These factors are: Market push through extensive marketing, partnerships and e?ective Strategic Management Innovation Leadership Learning Strategy Sustainability

Individual compentences for sustainable entrepreneurship and innovation

Norbert Bol

Six sustainability competences can be identified: Strategic management competence and action competence : the ability to collectively design projects, implement interventions, transitions, and strategies for sustainable development practices and the ability to actively involve oneself in responsible actions for the improvement of the sustainability of social ecological systems. They seem to integrate normative dimensions into other strategic, action and foresighted competences.

Favourite 2016 books by CEOs

Norbert Bol

The Inner Lives of Markets: How People Shape Them—And They Shape Us —Ray Fisman and Tim Sullivan (PublicAffairs, 2016). Strategic Management Innovation Leadership Learning Marketing StrategyLast week McKinsey published an interesting list of books that CEOs read during the summer holdiday season. For the readers of Strategy Blogs I have made a selection of the 2016 non fiction books from the list McKinsey published as they are related to the themes of Strategy Blogs.

Strategic foresight: learning from Steve Jobs

Norbert Bol

The combination of vision and taking appropriate actions made him a great example of a discipline which is called strategic foresight. The best way to make sense of strategic foresight is by looking at the narratives that are being used (Sarpong et al., After a short theoretical introduction some examples are given Steve Jobs used narratives in relation to strategic foresight in of his speeches. Strategic foresight and the theory of narrative and time.

Spreading new ideas and the role of peer effects

Norbert Bol

Below a picture represents these categories in relation to market share. Strategic Management Innovation Leadership Marketing StrategyIn 1962 Everett Rogers introduced the theory of the Diffusion of Innovation. This theory explains how, why, and at what rate new ideas and technology spread. Innovation and new ideas do not get adopted by the fact that it is a good idea. This is dependent on the innovation itself, communication channels, time, and the social system.

Who should invest in CleanTech in the supply chain?

Norbert Bol

In modern supply chain management, sustainable supply chains are often seen as profitable supply chains. Specifically, if the bene fi t from the clean technology investment is more signi fi cant in increasing market demand than reducing environmental tax, the retailers have an incentive to invest; otherwise, they prefer to wait for the manufacturer’s investment. Strategic Management Business Finance Innovation Investment SupplyChain Sustainability Technology

Successful office investments in disruptive times

Norbert Bol

The impact of #BigTech, #FinTech and #PropTech innovations are increasingly visible in the real estate market. Looking at the retail markets where online shopping is redefining the sector, where logistics is using technology to increase value in the supply chain and in the office markets there is an invasion of technology to increase the flexibility, efficiency, productivity and well being of the workplace.

7 hurdles that prevent breakthrough sustainable innovations. How clients can help to overcome these hurdles!

Norbert Bol

Involvement of the client can also help in dealing with regulatory procedures and lowering communication and marketing costs. Strategic ManagementMost companies nowadays understand the need to become more sustainable. In general it is fair to say that companies are making progress and have a positive intention to become more sustainable. So called breakthrough sustainability innovations are however scarce.

At what speed do we close the green finance gap?

Norbert Bol

For example banks have strengthened their regulation, supervision and risk management under Basel III (an internationally agreed set of measures developed by the Basel Committee on Banking Supervision) with more emphasis on liquidity.

The impact of sustainability and innovation on business performance

Norbert Bol

The bright and dark side of CSR in export markets: Its impact on innovation and performance. Strategic Management CSR Innovation SustainabilityThere is scientific evidence that companies with a strong commitment to innovation and sustainability outperform competitors with lower commitments.

Sustainable innovation: innovation driving sustainability

Norbert Bol

Companies can use sustainability in their process innovation, product or service innovation, market innovation, brand innovation, company innovation and strategic innovation. Journal of Management , 1446-1476. Strategic Management Innovation Strategy SustainabilityCompanies have a responsibility for the environment and society, but on the other hand companies cannot resolve all the environmental and social problems in the world.

Arti?cial Intelligence to achieve the Sustainable Development Goals

Norbert Bol

O penness with regard to knowledge, open data, and open and pluralistic markets; ? Artificial intelligence and sustainable development The International Journal of Management Education , 145 , 75-89. Strategic Management AI Collaboration Innovation SDG Sustainability Technology

Data 40

The sustainable innovation paradox

Norbert Bol

Especially for niche markets were there are limited fi nancial means, the regulatory costs can be significant. In my experience the succes and the speed of sustainable innovations are dependent on the capabilities to manage all stakeholders (clients, personel, suppliers, competitors, regulators etc.) Managing means: to keep all stakeholders at the same speed. Strategic Management Innovation Sustainability Sustainnovate

Creating new meaning on value creation and innovation in sustainability transitions

Norbert Bol

Value creation is about inquiring into new values in society, translating them into social and technological solutions and making them valuable in markets. It is the commitment and meaning attached to these new ways of producing/consuming that are valued by the firms and recognized by market influencers. Strategic Management Innovation Strategy Sustainability Sustainnovate‘If we are not capable of changing, then who is?’.

Learning from green innovation failures

Norbert Bol

If the (green) innovation is actually leading to a new product that is mainly applicable in new markets, perhaps the innovation should either be stopped early, sold or developed further within a different context than the company is used to. Strategic Management Innovation Strategy SustainabilitySustainability is increasingly seen as a driver for innovation. Many innovations however fail or did not succeed yet.

What’s driving eco-innovations?

Norbert Bol

Eco-innovations are improvements in product, process, marketing and/or organization with the aim of having fewer adverse effects on the environment and more efficient use of resources. The key findings are that: Regulations and market pull factors are the main drivers of eco-innovations, above factors like cost savings, Research & Development (R&D), Environmental Management Systems (EMS), competition, managerial environmental concern, stakeholder pressure etc.

Innovation and the role of lead users in online communities

Norbert Bol

The International Journal of Information Management will publish in the August 2016 edition an article (Hau & Kang, 2016) that reveals more insight in the role that lead users have in these online user-communities. Lead users differentiate themselves from other users by two distinct characteristics: (1) they are ahead of the market trend and (2) they have high benefits from innovation. International Journal of Information Management , 36 (4), 520-530.

Ultra Innovation

Norbert Bol

However product innovation is more persistent than process innovation, organization innovation and marketing innovation. Marketing innovation however is more variable as it can be stopped more easily if necessary without severe consequences. Strategic Management Innovation Leadership StrategyIn the December edition of Research Policy there is an interesting article by Tavassoli & Karlsson (2015) about the persistence of innovation.

Innovation in governments: Far Horizons?

Norbert Bol

There are significant differences between the private and public sector based on their market structures, motives and incentive structures that employees respond to. Public Management Review , 1-11. Strategic Management Collaboration Innovation Strategy SustainabilityThe blog “ the sustainability innovation paradox ” triggered quite some discussions the last few weeks on the role of governments in innovations.

Degrowth is more than an Oxymoron?

Norbert Bol

In their research they used as a case study the American clothing company Patagonia that sells outdoor clothing marketed as sustainable. I have mentioned the company in Strategy Blogs a few times related to suf fi ciency-driven business and positive marketing. It does not fit all the criteria as the company is still growing and their marketing is aimed at more consumption. . Strategic Management Sustainability Innovation Economy

Who should invest in CleanTech in the supply chain?

Norbert Bol

In modern supply chain management, sustainable supply chains are often seen as profitable supply chains. Specifically, if the bene fi t from the clean technology investment is more signi fi cant in increasing market demand than reducing environmental tax, the retailers have an incentive to invest; otherwise, they prefer to wait for the manufacturer’s investment. Strategic Management Business Finance Innovation Investment SupplyChain Sustainability Technology

The future of sustainability

Norbert Bol

Thinking about the new year I am wondering what the future of sustainability looks like, since almost all countries in the world have agreed in Paris in December to become more sustainable, companies have a sustainability policy and socially responsible investing has become mainstream in the financial markets. Strategic Management CSR Innovation Strategy Sustainability

Corporate identity influences sustainability and innovation

Norbert Bol

Innovation in this article is classified as product innovation, process innovation, marketing innovation and organizational innovation. Strategic Management Innovation Strategy SustainabilityIn the journal of Technological Forecasting & Social Change is an interesting article about the effects of corporate identity on innovation strategies and sustainability (Staub et al., 2016).

Overcoming passive resistance to innovation

Norbert Bol

When new products are being introduced to the market, there is always a concern for customer resistence. Companies can better assess first the potential market resistance in general or in specific target groups. Strategic Management Innovation StrategyThe development and introduction of new products are important for the long term success of a company.

Diversity enhances value creation

Norbert Bol

Industrial Marketing Management. Strategic Management Innovation Leadership SustainabilityLast week I wrote in my Strategy Blog ‘ Creating more value in services ‘, that more value can be created in services when ecosystem services are included. To achieve more value in the context of responsible long term investments or sustainability driven innovations, it means that more diverse knowledge is necessary.

Understanding your public when it comes to sustainability

Norbert Bol

To communicate about sustainability or other business issues effectively it is common practice to make use of market segmentation techniques. Although the study shows good progress on market segmentation in relation to sustainability, there are some things to consider in my opinion. Market segmentation should therefore be interpreted more as a process related to the question at hand, where many segments have to be made to better understand your audience.

Stakeholder co-creation during innovation

Norbert Bol

To co-create with other stakeholders means that you need to have a good understanding of the market structure of your industry and how this can change. Strategic Management Innovation Leaderschip StrategyInnovation in our modern business world is becoming more and more a process where new knowledge is created through the joint efforts of people from different companies working together.

Best Strategy Blog in 2015

Norbert Bol

The model points out that entrepreneurs can create together a more favourable environment by strategically working together on technology optimization and development, market creation and socio cultural changes, but also by coordinating these activities. To become more successful it is possible to strategically work together to build a more favourable environment for sustainable innovations. Strategic collective system building to commercialize sustainability innovations.

Gamification: fun for everyone?

Norbert Bol

Successful examples of gamification that can be found on the internet related to education, business, marketing and sustainability. Strategic Management Creativity Innovation Learning SustainabilityGamification has become a popular phenomenon in education, business, government and science. Introducing fun-game activities in these real life situations, fits within the idea of an experience oriented economy. The question is: is it fun for everyone?

Branding Strategy – 14 Articles on Engaging an Internal Brand Team

BrainZooming

Our content addresses collaborative ways to strategically engage employees in creating and delivering the best brand experience. Strategic Thinking Questions to Identify What Matters for a Brand. Strategic Thinking Exercises – 5 Questions to Test Vision Statement Impact. Strategic Thinking Exercises – Group Collaboration the Right Way. Strategic Thinking Exercises – Where Does Your Brand Live? Strategic Thinking Exercises – 8 Ideas for Brand Innovation.

Internal Branding Strategy – 1 Way to Stop Horrible Executive Videos

BrainZooming

You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. Brainzooming - All Posts Communication Implementation Marketing Performance Tools branding strategy internal brandingInternal executive videos are funny things. Well, actually, they are rarely funny things. More frequently, internal executive videos are boring things. Or odd things. Or cringe-worthy things.

Video 44

Kamel M. Kamel

Innovation 360 Group

Highly accomplished visionary Executive, service-driven EM/ELV Manager and commercial technology evangelist with extensive business and technical acumen gained on an international stage successfully delivering innovative technology projects within time and budgetary constraints. Dynamic team leader; demonstrates in-depth analytical and strategic ability to facilitate operational and procedural planning, gaining exposure to enterprise applications implementation and integration.

Johannes Jarl

Innovation 360 Group

He has an international management profile that he solidified during his work at the Swedish American Chamber of Commerce in New York, which provided him with an extensive network of contacts. Marketing and Communication. Innovation Management. Bachelor Degree, Corporate Finance and Strategic Management, Lund University, Sweden. Director, US. Background.