Search results for ""author adam lindgreen""

Experiential marketing - or memorable customer experiences - is proving a popular tool amongst businesses seeking to make an impact in a competitive world. Yet the scramble to achieve a presence among experience providers has led many companies to design and implement experiential marketing without integrating it with their overall marketing strategy. These companies often end up dissatisfying their customers rather than delighting them. This research anthology investigates different angles of experiential marketing. The 16 chapters are organised in six sections. The first section considers whether memorable customer experiences result from the use of traditional marketing practices, perhaps implemented more effectively than previously, or require entirely new practices with new foundations that turn companies into experience providers. Section two details ways businesses seek to build brands through putting experiential marketing into practice, while section three asks whether there are general principles that can be applied to the design of customer experiences which ensure successful outcomes whatever market you may operate in. Section four examines how companies manage their customer experiences once they have made the strategic decision to provide them, and section five looks at methods available to evaluate the success of these customer experiences. 'Experiential marketing changes everything!' claim the management gurus, but is it really so significant that not joining this race is dangerous? The last section of the book offers a much needed critique of experiential marketing.

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Offering invaluable insights into technologically-driven change in Africa, this incisive book envisions myriad positive economic changes brought about by new technologies and innovations. Rooted in original research from contributors who have worked and taught in Africa, it encapsulates developments and breakthroughs throughout the continent.Technological Leapfrogging and Innovation in Africa details research and data on leading African economies and companies, illustrating the current achievements of these key players. With contributions by authors from a broad variety of fields including law, economics and journalism, it considers unique circumstances such as Africa’s post-pandemic recovery. It provides contextualised examinations of the challenges involved in technological leapfrogging for sub-Saharan Africa.This timely book will be essential for students and academics of entrepreneurship, development economics and innovation. It will additionally be of great benefit to policy makers interested in expanding their awareness of innovation and research in Africa.

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This timely Handbook investigates the many perspectives from which to reconsider teaching and learning within business schools, during a time in which higher education is facing challenges to the way teaching might be delivered in the future.Bringing together a diverse range of expert contributors, this Handbook fills gaps in current knowledge and research, whilst expanding and exploring new fields. Topics covered include the use and value of learning technologies, leadership education and continuous professional development of research-based teachers. Crucially, the Handbook considers how faculty at all levels of seniority will be forced to challenge their own modus operandi in designing and delivering teaching. This is especially important during and in the aftermath of the COVID-19 pandemic, where blended learning should be carefully assessed before it is adopted as part of any course design.Offering both practical suggestions and cutting-edge research into the field, this Handbook will be a key resource for academics, practitioners and students in business and management education who wish to consolidate their teaching and learning and further understand the broader issues surrounding it.

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This insightful book considers the challenges faced by researchers pursuing an academic career. From applying for grants to supervising PhD students, it utilises practical research and real experiences to illustrate how marketing scholars can strike a healthy working balance between teaching and research to find success in academia.Experienced scholars outline the key stages towards building an effective and varied academic portfolio, incorporating pragmatic insights into generating ideas, building research groups, and drafting funding applications. The book describes the processes involved in both collaborating with peers and engaging with research students, paying close attention to the ways in which scholars translate research into teaching. Offering crucial advice based on practical knowledge, the book guides early- to mid-career scholars to publication success and highlights the most effective ways to maintain relevance, impact and societal value throughout one’s career.Providing a holistic view of research culture, this cutting-edge book is critical reading for early- to mid-career scholars. The book will also be useful for recent graduates planning their careers in academia.

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It is an old cliché that leading and managing academics is like herding cats. This book challenges this myth and presents a way to deal with the many challenges of academic leadership, from managing departments, research groups and teams to managing tensions between research and teaching. The book is a practical and stimulating guide to different pathways to successful academic leadership, both in personal and organizational terms.

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'A must read for all entrepreneurship scholars because it helps us to understand and appreciate the real and many roles of women entrepreneurs, their relevance and importance to societies across the World, as well as the challenges and issues women entrepreneurs can face. An exciting and interesting read which presents us with critical questions for the future - thank you.'- Sarah Jack, Lancaster University Management School, UK Taking a fresh look at how performance is defined by examining the institutional power structures and policies, eminent scholars herein explore ways to overcome constrained performance and encourage women’s entrepreneurial activities through a variety of methodological approaches and geographical contexts.Significantly, this book adds a critical perspective to defining ‘success’ and ‘performance’, shattering misconceptions of underperformance in women-owned enterprises. The contributing authors raise questions on the limiting concept of the ‘entrepreneur’ and have valuable insights into policies to facilitate female entrepreneurs. Instead of taking a one-sided and narrow approach with regards to understanding the entrepreneurship performance phenomenon, this book argues that future researchers should take a fresh look at business performance, considering structural constraints, definitions of success and other socio-political factors. Scholars in the fields of entrepreneurship, gender studies, and institutional theory, as well as those who have a general interest in critical research, will benefit from this progressive step in entrepreneurship research.Contributors include: R. Aidis, A. Akdeniz, H. Baiya, M. Boddington, D. Brozik, J.O. De Castro, L. Delgado-Márquez, S. Dewitt, W. Farraj, A. Fayolle, A.T. Hailemariam, C. Henry, C. Hoyte, B. Irene, J. Johansson, N. Jurik, R. Justo, A. Kamau, P. Kamau, G. Khoury, B. Kroon, A. Lindgreen, J. Lockyer, M. Malmström, M. Milliance, D. Muia, R. Narendran, J. Ndung'u, S. Saeed, N. Sappleton, S. Sheikh, F. Sist, S. Sultan, A. Voitkane, J. Wincent, S. Yousafzai, A. Zapalska

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It is an old cliché that leading and managing academics is like herding cats. This book challenges this myth and presents a way to deal with the many challenges of academic leadership, from managing departments, research groups and teams to managing tensions between research and teaching. The book is a practical and stimulating guide to different pathways to successful academic leadership, both in personal and organizational terms.

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Sustainability is a top priority for organizations and a key strategy in corporate agendas, but the effective deployment of any strategy demands that the strategy is consistent, functional, and aligned. This Handbook advocates sustainability strategies that encompass environmental, social, and economic dimensions at department-level.Split into sections covering business strategies in marketing, innovation and entrepreneurship, operations management and information systems, finance and accounting, and human resources, this Handbook provides a comprehensive view of the development and deployment of sustainability-driven business strategies across an entire organization. The last section uses case studies to provide a better understanding of the features and tools needed to develop and implement a sustainability-driven business strategy in practice.Distinguishing the important role of each functional area, this Handbook will be a key reference for those researching on sustainability-related topics across business and management. Beyond the academic contributions, this Handbook also provides practical guidelines for managers interested in implementing sustainability-driven business strategies in their workplace.

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This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle.Contributions address the limitations faced by SMEs in their access to data and demonstrate that the key to overcoming this issue is to be aware of these limitations, to work within them, and to use them to think creatively about how to overcome obstacles in new ways. They discuss Artificial Intelligence, revenue blueprinting, GDPR compliance, and other key topics related to the relationships between SMEs and data. Offering ideas to inspire big data-driven success by SMEs making smaller investments, the book argues that there must be a place for “ordinary” data-driven journeys that are available to firms of any size.Stimulating further thought and action, Big Data in Small Business will be of great interest to academics, researchers, and practitioners in areas such as strategic management, organizational and innovation studies, marketing, and sales. The ideas and information in this book will help fill knowledge gaps related to important aspects of capabilities, functions, and transformations of big data that drive business growth.

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This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle.Contributions address the limitations faced by SMEs in their access to data and demonstrate that the key to overcoming this issue is to be aware of these limitations, to work within them, and to use them to think creatively about how to overcome obstacles in new ways. They discuss Artificial Intelligence, revenue blueprinting, GDPR compliance, and other key topics related to the relationships between SMEs and data. Offering ideas to inspire big data-driven success by SMEs making smaller investments, the book argues that there must be a place for “ordinary” data-driven journeys that are available to firms of any size.Stimulating further thought and action, Big Data in Small Business will be of great interest to academics, researchers, and practitioners in areas such as strategic management, organizational and innovation studies, marketing, and sales. The ideas and information in this book will help fill knowledge gaps related to important aspects of capabilities, functions, and transformations of big data that drive business growth.

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This timely Handbook investigates the many perspectives from which to reconsider teaching and learning within business schools, during a time in which higher education is facing challenges to the way teaching might be delivered in the future.Bringing together a diverse range of expert contributors, this Handbook fills gaps in current knowledge and research, whilst expanding and exploring new fields. Topics covered include the use and value of learning technologies, leadership education and continuous professional development of research-based teachers. Crucially, the Handbook considers how faculty at all levels of seniority will be forced to challenge their own modus operandi in designing and delivering teaching. This is especially important during and in the aftermath of the COVID-19 pandemic, where blended learning should be carefully assessed before it is adopted as part of any course design.Offering both practical suggestions and cutting-edge research into the field, this Handbook will be a key resource for academics, practitioners and students in business and management education who wish to consolidate their teaching and learning and further understand the broader issues surrounding it.

Read more less