The purpose of purpose-driven marketing
Consumers want companies to go further in addressing issues that affect wider society. For those willing to do so, a marketing-led competitive advantage is up for grabs....
Author
Ivy Buche
Ivy Buche is a Research Fellow and Term Research Professor at IMD. She works with faculty on organization transformation projects for large companies.
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How incumbents can win in the disruption battle
April 1, 2022 • by Thomas W. Malnight, Ivy Buche in Magazine • 10 min read
Established firms can bridge the advantages of market power, long-standing customer relations and industry insights to triumph over rivals....
