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marketing-strategy

Blue oceans and sustainability: How to affect change from within the system

02.03.2010
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How can systemic change toward sustainability happen from within the existing system? How can sustainability take advantage of the blue ocean strategy?
Systemic change as a revolution
After the fall of state socialism in my country and elsewhere in Central and Eastern Europe, stories emerged of many newly-prominent individuals’ life journeys: they claimed to have joined the [...]

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Review: Being first beats being best

01.29.2010
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What if there were a way to reduce your costs, increase value for buyers, and make your competition irrelevant all at the same time? There is and it’s called the blue ocean strategy: it accomplishes all of the above by “opening up a new and uncontested market space”. Blue Ocean Strategy outlines how to get [...]

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Sustainable business as an end in itself: Extrinsic vs. intrinsic goals in marketing

12.31.2009

Goal setting is a basic step in developing your marketing strategy – you need to know what you’re aiming to achieve in order to determine how you’re going to get there. The problem is, your business goals rest squarely in the future. External factors often determine your goals: your leisure activities that require financing, your mortgage [...]

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Cause marketing and social sustainability, Part 2

12.16.2009

Even though from the social sustainability standpoint its shortcomings outweigh its advantages, cause marketing has its place in fostering the social sustainability of business. You will do well by doing good.
Using cause marketing for enhancing your company’s People bottom line will require a few adjustments, however. These adjustments will 1) shift the definition of cause [...]

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Cause marketing and social sustainability, Part 1

12.15.2009

With the holiday shopping season nearing its holy climax, what better time to evaluate from the business perspective the viability of cause marketing for social sustainability. Does cause marketing work? How to get the most from it?
Define: Cause marketing
Cause or cause-related marketing is a company’s “marketing effort creating a public association with a social or [...]

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Green as a luxury? Premium pricing and conspicuous consumption

12.14.2009

A theme has emerged from my conversations with Portland, Oregon real estate professionals: fearing overspending, home buyers these days are unwilling to pay a premium for green features, and instead decide with their pocketbook based on price and value. In other words, green* is a luxury these days, for homes and I suspect for many [...]

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Positioning from the systems-thinking perspective

12.03.2009

Positioning = “the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization; relative competitive comparison their product occupies in a given market as perceived by the target market” –Branding Strategy Insider
Systems thinking = “an understanding of a system by examining [...]

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Applying the product evolution model to sustainable marketing

11.16.2009

Your sustainable brand’s “green” product competes within a product category, like household cleaners, interior paint, or iced tea. Each brand in your category differentiates its product differently as it passes through its life cycle; you are likely to emphasize your product’s low environmental impact or health benefits.
Competition between individual products is just one part of [...]

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Book review: “Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business”

11.13.2009

Reading Jeff Howe’s book you’d think crowdsourcing is the best thing since the invention of the company. Despite Howe’s stated intention to be impartial in his journalistic account of the rise, present, and future of crowdsourcing, it’s clear he’s in the evangelist camp. Which isn’t necessarily a bad thing, except you won’t learn much about [...]

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