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Demand creation: how to turn latent needs into attractive markets
In today’s world, which is often dominated by mature markets, one of the most fascinating themes in contemporary marketing is demand creation. Traditional marketing strategies have long focused on identifying and capturing existing demand: a need was identified, a product or service was developed to meet it and, finally, communicated to consumers through targeted campaigns designed to win them over. ...
The pet economy as a management laboratory
When examining the business practices and managerial approaches of players in the pet economy, beyond the differences among categories, offering models, company size, and market positioning, a number of recurring regularities emerge. The responses developed by firms do not, in fact, appear random or exclusively tied to the contingencies of individual segments; rather, they tend to refer back to three ...
How AI is redefining customer loyalty in retail
The retail sector is undergoing a historic phase characterized by structural fragility that can no longer be attributed solely to temporary shocks or easy-to-interpret economic cycles. Unlike past crises, which companies could tackle with short-term strategies or limited corrective measures, the persistent instability we are seeing today is profoundly mutating market mechanisms and consumer behavior. ...
The systemic risks of financial concentration
For many years, concentration was portrayed almost exclusively as a sign of success. The most efficient companies grow, acquire competitors, and attract capital and talent, while markets reward those that achieve the scale needed to innovate. All of this is true. But beyond a certain point, scale no longer generates efficiency alone; it also creates dependence. When debt, savings, technology, and ...
Beyond Narratives That Evade Responsibility: Designing the Beauty of Work
The transformation of communities and businesses today is inseparable from work transformation. This is not merely a technological or organizational change in how economic activities are carried out, but a deeper metamorphosis that touches society, identity, and meaning. At the heart of this evolution lies the way we conceive of work (and by contrast, otium, or “non-work”) along with the meaning ...
Beyond the Algorithm: Rethinking Management Education
If algorithms can analyze data, build scenarios, generate strategies, and produce in seconds work that until recently required specialized expertise, what should the education of managers and professionals focus on today? Which capabilities will continue to distinguish human judgment from the answers provided by artificial intelligence? And how can we learn to work with increasingly sophisticated ...
On Disasters the Bell Tolls for Everyone
The point is not to find a single culprit, but to ensure that everyone knows their role
ESG Ratings: Love Them or Hate Them?
In a context of growing investor interest for businesses attentive to the social and environmental risks of their activities, ESG ratings have emerged with the function of identifying and selecting companies in line with new market expectations. ESG controversies, the news disseminated by the media on the environmental, social, and governance aspects of companies, could represent a measure of real ...
From Competition to Collaboration
The systemic crisis of 2007-2008 also marked the crisis of the paradigm of competition and of the primacy of financial interests over the common good, social cohesion, and environmental justice. It is indispensible to recover and re-establish an authentic principle of collaboration, that leads to inclusive business management, oriented towards stakeholders. The principle of collaboration is deeply ...
Sustainability Leaders for the Preservation of the Oceans
The growing interest among the international community for safeguarding the oceans can provide stimulus for a transition towards the adoption of more sustainable practices by businesses, including with reference to the safeguarding of marine ecosystems. The role of "sustainability leaders," those companies that combine the consciousness of the pressure they exercise on the oceans with practices aimed ...