cover story

value core

In his book Breakout Growth Strategies for Emerging Markets, Professor Jagdish Sheth draws the contours of the 4As framework—acceptability, affordability, accessibility, and awareness—and explains how these can effect transformative change and spark reverse innovation. This outside-in customer-centric approach, which is the foundation of this piece too, is a sure-shot path to gain competitive edge and drive continuous growth.

Read More

the perfect marriage

In an interview in these columns, Michael Lee Stallard had spoken about the importance of a connection culture in addressing six specific human needs in the work context: respect, recognition, belonging, autonomy, personal growth, and meaning. This, he says, is drastically different from a culture of control where individuals with power, control, and status rule over the rest. To ensure productivity and growth, make sure to create an energizing environment wherein employees feel valued.

Read More

the anchor

In The Advantage, author Patrick Lencioni highlights the potential of organizational health vis-à-vis competitive advantage, as opposed to other disciplines such as marketing, strategy, and technology. In this exclusive with The Smart Manager, Dr Christian Marcolli focuses on the leadership aspect of organizational well-being—how high performance can be tied directly to how leadership communicates and why it is crucial for leaders to maintain their credibility.

Read More

stay connected

In his book Return on Character, Fred Kiel says leaders change organizations, and that it takes a ‘virtuoso’ leader to change an organization in the most positive way. Here too, he elaborates on how leadership character can drive workforce engagement and thereby growth.

Read More

doing well by doing good

Engagement has been elusive for most companies, with Gallup reporting global employee engagement at 13 percent. Forward-thinking organisations are well aware that employee engagement is heavily influenced by employee wellbeing and workplace cultures1. As Jennifer Moss reveals in her book Unlocking Happiness at Work, what is essential to live a productive, fulfilling life is to be happy at one’s workplace.

Read More

add in numbers

The native ad market is expected to grow to US$53B by 2020, according to a new study commissioned by Facebook’s Audience Network and conducted by business analyst IHS Technology… Importantly, APAC will record the largest increase in native advertising spend in next five years at a 177% compound annual growth rate between 2015 and 2020.*
However, its effectiveness is largely dependent on how well brands and publishers interpret big data. If harnessed well, it can lead to better targeting and provide specific contextual identification of the user.

Read More

switching gears

According to a recent survey by eMarketer, more than 25% of Internet users use an adblocker and ad blocking is expected to cost publishers $35 billion by 2020*. Little wonder then that the automobile industry became one of the early adopters of native advertising. The medium allows them to showcase their products more effectively than display or banner ads and brings in better ROI.

Read More

native narrative

In the early days of print journalism—which was not so long ago, because the world is changing at a furious pace—there was a “Chinese wall” between the editorial side of journalism and the advertising side. What that meant was that the journalists who were writing for the publication… wrote articles about their subjects, while, separately, salespeople sold advertising in those publications. The idea behind the Chinese wall was that “never the twain shall meet”… That Chinese wall still exists, but native advertising has made it harder to see. Mike Smith analyses the multiple facets of native advertising he has dealt with in his latest book The Native Advertising Advantage.

Read More

content driving growth

…the goals for content marketing and native advertising are very different… The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.*
Both these concepts are ruling today’s digital world. Companies are effectively leveraging the power of both to connect, engage, and create brand awareness.

Read More

suiting the world

A prominent management thought leader once told me that a good business strategy is one that can be outlined in a short time… without any bells and whistles. Gautam Hari Singhania, Chairman and Managing Director, Raymond Group, in what may

Read More