Online articles
The Library provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.
Displaying 1-10 of 10 results
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Measuring marketing performance: a better model
- Article
- 23 May 2024
- António Pimenta da Gama
This article presents an innovative model for the measurement of marketing performance. The author aims to assist marketers in selecting appropriate measures and procedures to monitor the effectiveness and efficiency of their practice.
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Death bells? Branding in the age of smartphones and AI
- Article
- 21 Nov 2023
- Peter Horst Robert
Branding has arguably been the most crucial marketing pillar in the twentieth century. This article examines the role of branding (and brand loyalty) in the past and how it has been disrupted recently by smartphones and AI, and makes recommendations for marketers to modify how they manage brands proactively. To the best of authors’ knowledge, this is the first paper to focus on the implications of changes in the marketplace driven by smartphones and AI on the future of branding.
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At the crossroads: generative AI and corporate risk management
- Article
- 12 Oct 2023
- Peter Buell Hirsch
This study aims to identify the risks to corporate reputation presented by deepfakes and how to manage them. While deepfakes have been the subject of intense interest, to the best of the author’s knowledge, this is the first attempt to look at the problem from the perspective of corporate enterprise risk.
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Metaverse – the new marketing universe
- Article
- 13 Apr 2023
- Svend Hollensen, Philip Kotler, Marc Oliver Opresnik
This study aims to present and explain the concept of Metaverse, which can be regarded as the 3D version of the internet. The author explores how the Metaverse is functioning as a marketing platform, using a case study from shoe retailer Nike's virtual world, 'Nikeland'.
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Stakeholder management: the new role of business diplomacy
- Article
- 03 Aug 2020
- Pedro Falcão
Stakeholder relations has been largely based upon a two-way public relations model. Along with this change, business diplomacy emerged as a proposal to renew stakeholder management.
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A breakfast of champions
- Article
- 20 May 2020
- Peter Buell Hirsch
This article considers the lessons that may be learned from the marketing and advertising behaviour of brands during the Great Depression, and how these might be applied by contemporary businesses in the aftermath of the COVID-19 pandemic.
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Overcoming stakeholder social media fatigue: a trialogue approach
- Article
- 04 Oct 2019
- Youngji Seo
This paper aims to address stakeholders’ social media fatigue, which leads to online disengagement and social media strategy ineffectiveness.
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Strategy war games: how business can outperform the competition
- Article
- 22 Oct 2018
- Matthew Bradley-Ho, Maiko Chu, Lincoln Crooks, Jason West
The authors investigate how war game-style activities can be used by leadership teams to create strategic plans. A case study is presented from two competing financial services teams. The two teams had to develop a business strategy to improve both customer satisfaction and market share at the expense of each other, given a finite set of resources.
Exclusive
Car crisis and renewal: how Mercedes succeeded with the A class
- Article
- 01 May 2018
- Laurent Tournois
How Mercedes-Benz succeeded with the A-Class, a down-market strategic move from a premium automobile industry brand.
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Meta‐SWOT: introducing a new strategic planning tool
- Article
- 30 Mar 2012
- Ravi Agarwal, Wolfgang Grassl, Joy Pahl
This paper aims to present 'Meta-SWOT', an alternative tool to SWOT analysis which is grounded in the resource‐based view of the firm. Meta‐SWOT does not take markets and other factors in the competitive environment as given but invites business planners to start from resources and capabilities in determining competitive advantage.
Displaying 1-10 of 10 results
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