Online articles
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Displaying 1-30 of 238 results
Exclusive
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.
Exclusive
What works for today's rainmakers
- Article
- 01 Nov 2023
- Rory Channer, Matthew Dixon, Karen Freeman, Ted McKenna
Business development at professional services firms is outdated, say the authors. Clients are no longer defaulting to established relationships with premium-priced providers and now often ask a range of service providers to compete for business. They share three behaviours which are core to a successful business-development approach. In their research, 'Activator' personalities build robust networks of clients, prospects, and colleagues through a proactive approach which shows a positive impact on revenue.
Exclusive
Don't focus on likes
- Article
- 01 Nov 2023
The article focuses on social media engagement and how it impacts marketing for businesses, as reported by the research 'Let’s Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?' by Timothy J. Halloran and Richard J. Lutz. The research found that of the four emoticons studied (Like, Love, Wow and Haha), only Love was associated with more-frequent purchases (an increase of 16%).
Exclusive
A guide to real-time pricing
- Article
- 01 Nov 2023
- Marshall Fisher, Santiago Gallino, Jun Li
How to implement computer models that analyze historical sales data, capture crucial patterns, and consider not just
competitor pricing but also product availability and customer behaviour to recommend optimal prices in real time. The authors share their seven-step process, which retailers can use to unlock the full potential of their own dynamic pricing system.
Exclusive
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.
Exclusive
Making tech the basis of a better experience
- Article
- 01 Oct 2023
- Angela Hanson
Convenience store retailers are investing in various technologies to enhance their customers' experience, despite facing resource shortages and deployment challenges. The article takes a look at the most popular additions, from consumer-facing technology like social media, digital loyalty programs, and petrol pump digital monitors to backend improvements such as enhanced inventory management and better use of loyalty data. Graphs are included showing the percentage uptake of key technology investments and those which stores plan to add.
Exclusive
The language of crowd-funding
- Article
- 01 Sep 2023
- Daniela Blei
Do crowdfunders seeking donations see different results depending on the phrasing they use? A new paper to be published in the Journal of Consumer Research investigates the language of crowdfunding appeals by mining some ten years of data from crowdfunding platforms GoFundMe and Kickstarter. Daniela Blei reports on the outcomes.
Exclusive
Do unconventional brand name spellings help sales?
- Article
- 01 Sep 2023
Short article discussing recent consumer research into how the unconventional spelling of brands impacts sales for new-to-market brands. There are some exceptions, but the findings indicate that, in general, unusual spellings carry some risk.
Exclusive
There's a new way to prove a $1,500 designer bag is real
- Article
- 30 Aug 2023
- Anna Irrera
Several major luxury fashion houses are investing in high-tech ways to track their most coveted and most expensive products. The article takes a look at why brands including Prada Group and Louis Vuitton have launched services built on the Aura consortium's blockchain technology, to allow customers to verify that their item is authentic. However, some experts are sceptical about the robustness of such blockchain solutions in real-life scenarios.
Exclusive
The battle of Britain's luxury department stores
- Article
- 17 Aug 2023
- Hikmat Mohammed
London's luxury department stores are having a 'seesaw summer', says Mohammed Hikmat. Harrods' stellar 2022/23 financial results reflects its appeal to wealthy crowds shopping for mega brands in one place, whereas in Oxford Street Selfridges faces more than £1.7bn debt as a result of rising interest rates.
Exclusive
Even tiny website slowdowns can cost you sales
- Article
- 01 Jul 2023
The article describes how website performance can impact retailers' brand reputation and profitability. It summarizes research presented in the article “Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail,” published in the journal 'Operations Research', 2023. Suggestions for reducing check-out time for online shoppers are given, including offering faster payment options such as Apple Pay and Google Pay.
Exclusive
Boosting your sales reps' performance
- Article
- 01 Jul 2023
There’s a delicate balance between the roles sales staff play in finding potential customers (prospecting) and signing them up (converting). The University of Missouri’s Srinath Gopalakrishna and colleagues studied the auto insurance industry to learn more about what drives sales success. Here they share recommendations for sales managers looking to amplify their reps' productivity.
Exclusive
TikTok dupe culture can boost brand value: Brands are changing their strategies when it comes to knockoffs
- Article
- 26 Jun 2023
- Adrianne Pasquarelli
The strategies brands are deploying to tackle the ever-present problem of cheaper counterfeit items are changing. Some, like leggings brand Lululemon, are embracing so-called 'dupe culture' through 'dupe swap' events, rather than spending on traditional marketing. Others are using the trend to highlight their products as possible dupe alternatives to more expensive brands.
Exclusive
TikTok boom - and busts
- Article
- 01 Jun 2023
- Danielle Lee
An interview with Christian Rivera, whose US accounting firm is constantly pivoting to best serve its niche market of online sellers and influencers. He left a secure Big Four accounting firm job with the goal of running his own very specialized firm; here he explains the customer service and marketing learning curve he has been through.
Exclusive
The Music Week interview: Safiya Lambie-Knight
- Article
- 01 May 2023
- Anna Fielding
An interview with Spotify head of music for the UK & Ireland, Safiya Lambie-Knight. She discusses Spotify's 100 million dollar Creator Equity Fund to support marginalised groups, her role in the advancement of playlist brands like Who We Be, and her efforts to discover new talents and to achieve equality in the music industry.
Exclusive
Metrics for marketing decisions: Drivers and implications for performance
- Article
- 01 May 2023
- Ofer Mintz
Are marketers being drowned by the increasing availability of and demand for metrics? Or is the greater availability of metrics or KPIs - such as return on investment, net profits, market share, net promoter score etc - a blessing for them, leading to better marketing decisions? Associate Professor in Marketing Ofer Mintz offers some interesting findings, including the most/least popular metrics and those associated with greater/worse performance.
Exclusive
How brands and influencers can limit fallout from paid promotions
- Article
- 01 May 2023
The article reports on how brands and social media influencers can make the most of their relationship, while limiting the damage from paid promotions. Topics include the increase in sponsored content on social media platforms YouTube and Instagram, the accumulative loss in followers experienced by influencers when they post advertising, and suggestions on how to market more effectively.
Exclusive
The modern marketing dashboard: Back to the future
- Article
- 01 May 2023
- Neil Hoyne, David Reibstein, Koen Pauwels
A look at the evolution of the marketing dashboard. The article provides advice on the most effective marketing metrics to monitor, based on time series analysis. With the help of AI, the dashboard of the future should have enhanced predictive ability and provide insights into how different metrics interrelate.
Exclusive
Cautious consumers still willing to pay for Big Macs and Huggies as prices rise
- Article
- 25 Apr 2023
- Leslie Patton, Daniela Sirtori-Cortina
Consumers are still spending on certain brands, such as McDonalds hamburgers, Nestlé SA coffee creamer and Kimberly-Clark Corp.'s Huggies nappies, even as prices for those products rise. This brand loyalty is helping boost sales for some of the biggest companies in the US and Europe, though there are questions about how resilient consumers will remain in the coming months.
Exclusive
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'.
Exclusive
Back to business with cheese
- Article
- 01 Apr 2023
An interview with two cheese manufacturers - Belton Farm general manager Ian Luxton and Bradbury & Son director of sales and marketing Chris Chisnall. Chisnall discusses their export strategy, particularly on their focus on the European market. They explain how Brexit has affected the export market.
Exclusive
UK retail sales hit pre-Covid levels as outlook brightens
- Article
- 24 Mar 2023
- Lucy White
UK retail sales climbed more sharply than expected in February 2023, returning to their pre-pandemic levels as discounting enticed consumers back into the shops.
Exclusive
Enter the digital human
- Article
- 01 Mar 2023
- Mike Seymour, Dan Lovallo, Kai Riemer, Alan R.Dennis, Lingyao Yuan
Article discusses the introduction of 'digital humans' which use advances in artificial intelligence and computer graphics to put a human face on chatbots and other computer-based interfaces. These may not be as versatile as a genuine human but offer advantages in cost, customisability and scalability.
Exclusive
How to use psychological targeting
- Article
- 01 Mar 2023
- Sandra Matz
Psychological targeting - influencing behaviour by targeting personality traits, having collected data into consumers' psyches - has come of age as a marketing tool. The article explains how it works, its potential perils and the ethical way to use it as a marketing technique. Hilton Hotels and a beauty retailer are used as case studies of creating personalised social media marketing for introverts and extroverts.
Exclusive
Luxury's play in a challenging world economy
- Article
- 19 Jan 2023
- David Moin, Jean E.Palmieri
At the National Retail Federation's January 2023 Big Show in Manhattan, leaders from LVMH, Neiman Marcus Group and Harrods discussed what's ahead for their brands. Women's Wear Daily magazine reports on the themes of the conference, including an increase in Americans shopping in Europe.
Exclusive
Generative AI: Preparing for next generation artificial intelligence
- Article
- 17 Jan 2023
- Cliff Saran
The article reports that the products such as ChatGPT and GitHub Copilot take technology into realms once thought to be reserved for humans. Topics include examines the paper suggested a number of possible scenarios, from AI-generated personalized sales and marketing content; generating task lists and documentation in operations and identifying errors; and drafting interview questions for job interviews and summarizing legal documents.
Exclusive
Online retail in the United Kingdom
- Article
- 01 Jan 2023
- MarketLine
An industry report on online retail in the UK, providing market data analysis and forecasts, with data on the competitive landscape and key players.
Exclusive
Expand your pricing strategy
- Article
- 01 Jan 2023
- Rafi Mohammed
Pricing consultant Rafi Mohammed recommends that companies should re-examine not just their prices but their pricing strategy - looking for different ways to charge customers. Looking at models used by other industries can offer inspiration for pricing innovations, such as offering to rent a product that's typically bought, or selling a service by the hour instead of by the day.
Exclusive
Branding a new product
- Article
- 01 Jan 2023
The results of a new study can help companies trying to decide how to brand a new product - whether to tie it to an existing brand, or use an entirely original name. Having examined nearly 20,000 products, researchers have identified five product and firm characteristics that guided the most successful branding choices.
Exclusive
UK farmers earn more money as social media influencers after rough year
- Article
- 03 Nov 2022
- Helen Chandler-Wilde
In the face of rising costs and labour shortages, some UK farmers are turning to social media to diversify their incomes. Some are now making more money from videos of farm life on YouTube than from farming. The article features quotes from Olly Harrison, a cereals farmer in Merseyside, Ian Pullen, a cattle farmer in Gloucestershire, and Sarah Gray, an East Yorkshire flower grower.
Displaying 1-30 of 238 results
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