The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding
process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from
many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing authors:Al Ries (focus), Tony Allen
(identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock
(fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)
Networking is a skill that many people recognize as critically important, but which many find difficult, boring or fear-inducing - or even all three. Yet if you master the techniques that really work, networking can pay dividends. Effective networking means tapping into a team of like-minded
business people willing to help each other achieve their goals. If you build, grow and nurture your business networks, you will become known for your expertise and will be better placed to win the new client, business or job when it really matters. You can network successfully in person or online
and The Complete Guide to Professional Networking shows you how to use both together for the most powerful results.The techniques and suggested strategies in this book are backed up by video interviews with some of the world's most successful networking experts.
Becoming a successful entrepreneur is impossible without accepting risk – the question is which risk to take and at what time. Expert authors Thomas G. Pittz and Eric W. Liguori draw on years of working with and in early-stage ventures to provide guidance for managing the risk associated with
these decisions. Throughout this book, they offer practical, no-nonsense advice for marketing and financing your business, bringing on partners and employees, networking with key connectors, and launching your business as inexpensively and aggressively as possible.
Following lean startup logic, The Entrepreneur’s Guide to Risk and Decisions: Building Successful Early-Stage Ventures cuts through to the strategically important – and emotionally charged – decisions that separate the successful entrepreneurs from the unsuccessful. It is designed
to help entrepreneurs move quickly, rapidly iterate their business models based on customer feedback, and provide guideposts for managing the risks inherent in all startup ventures.
Entrepreneurial dilemmas play an important, though heavily underexposed, role in the life cycle of the small firm. This book defines the entrepreneurial dilemma as a situation where entrepreneurs have to choose between multiple future courses of action concerning their firm, without sufficient
information to make that choice.
The Entrepreneurial Dilemma in the Life Cycle of the Small Firm enables lecturers, researchers and practitioners in the fields of entrepreneurship, small business development and business administration to understand these entrepreneurial dilemmas and ways to resolve them.
This book presents an in-depth analysis of the modern theories in the field of entrepreneurship, including innovation, sustainable entrepreneurship, characteristics of small businesses, the life cycle of the firm, entrepreneurial behavior and small business finance.
Enno Masurel provides a clear overview of the opportunities that teaching entrepreneurship in a higher education context offers, and embodies this teaching within ten universal cases that will help readers to further understand the the dilemmas faced by entrepreneurial activity in the development of
When buying professional services, most clients will assume that you are competent in your field. They are therefore not hiring you primarily on the basis of your expertise, but on factors such as price and whether they want to do business with you. To minimize the issue of cost, you need to ensure
that the benefits of working with you are clear to your customers. You need to move from transactional relationships towards partnership ones, and you need to identify the right prospects in the first place. The ability to ascertain, quickly and accurately, what drives your customer's decisions and
to respond to their needs is critical in differentiating you from your competitors. If you can do these things well, you will win more business from both new and existing clients. This book gives you a repeatable and scalable methodology to achieve this.
Tesla disrupts the automotive industry by creating many innovative pieces that fit together. Its marketing, production, sales and technology strategies are all notably different from its competitors. The Tesla Way is an elongated case study looking at Tesla's business model and how this can be
applied to existing manufacturing and production strategies in other companies. The author also includes case studies from Michelin, Mass and other consumer goods manufacturing companies. The Tesla Way will look at the origins of Tesla, its journey to success, new business models and what will
come next. The author includes a mixture of the theory behind the Tesla business model and its applications, examining the combination between the manufacturing world and the digital world. He has also interviewed a cross-section of Tesla's current employees in both the USA and France. At the end of
each chapter an interview with a CEO or top manager of an industrial firm is featured: among others, the stories of Luxor Lighting, ThyssenKrupp, Bosch or Kimberley Clarke. There are also insightful questions for managers. Online supporting resources include sample templates for analyzing efficiency
of processes on the factory floor.
WINNER: Small Business Book Awards 2016 - Community Choice - Social Media CategoryWINNER: Small Business Book Awards 2014 - Community Choice - Marketing Category (1st edition)Make sense of content marketing in the digital world with this award-winning, practical guide to using content to grow your
business and raise your brand. From websites, white papers and blogs to tweets, newsletters and video, content is king in the digital world, now more than ever before. Get it right and you have a huge opportunity to connect with clients and customers in ways they appreciate and trust - they will be
knocking at your door wanting to do business with you. Valuable Content Marketing shows you how to create and share the type of information that clients, customers and search engines really want - on your website, using social media and through more traditional methods. Including new ideas and
examples, step-by-step action lists, quick tips and goal-driven chapter summaries, this fully revised second edition will show you how to get better results from your marketing efforts with valuable content that really works.Whether you are starting a business or aiming to grow, this book makes
understanding the key concepts easier than ever, providing inspiration from small companies like software development from Desynit to household names like HSBC.