Harvard Business Review
AUGUST 7, 2018
It can even involve immersing yourself in the stakeholder experience by going through it, e.g. the senior executives of an airline might travel at the back of the plane to get a feel for what economy passengers experience. Be prepared to adjust. View your strategic as being locked in an intimate tango with your key stakeholders.
Harvard Business Review
APRIL 27, 2015
Corporate tweeters need to know that they aren’t just promoting a brand or solving a problem: they are performing for an audience, supporting customers throughout their journey, and even, subtly, selling. The best, like American Airlines, make it feel natural. She is unlikely to go looking for the support account.
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Harvard Business Review
MAY 6, 2016
This is a small change but, consider this, if Messenger were everywhere all of my interactions with technical support and customer service – regardless what for – would be familiar. I used as I would any of my friends and that is how the interaction felt. This is a potentially large network effect.
Harvard Business Review
MAY 13, 2014
It took the financial backing and technical support of GE and the support of CEO Jeff Immelt to nurture this business through numerous technical and business model changes. Says Comstock, “You have to believe that energy storage has a big future.” Marketing plays a catalyst role, providing growth funding.
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