ESSEC Business School
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What are the objectives of the war in Ukraine?
The problem in Ukraine is that there are several war objectives, and it is difficult to satisfy them all
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Narrative reviews: A powerful tool for businesses
Is there an ideal type of customer review? Professor Tuck Siong Chung, ESSEC Asia-Pacific, and his fellow researchers explain why narrative reviews containing the product/service experience and emotional journey, are better at improving sales than just technical differentiators and stats
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Crisis, crisis, everywhere
As the smoke clears and financial markets return to an uneasy calm, it has become clear that the crisis could easily have been more severe
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The importance of imagination in today's economy
Why imagination is important in the 21st century is that it allows us to remain competitive in a swiftly changing global economy
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Brand Purpose and Responsible Marketing walk into a bar. They meet common sense
In this attention deficit environment, marketers and brands struggle to reach consumers with core messages. In this thirst for brand attention, marketers are now excitedly charging into battle riding on a new horse. Brand Purpose. Responsible Marketing
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Snapshots of the global economy going into 2023
Although, India has been among the bright sparks in the global growth picture, It will battle inflationary pressures. Other emerging economies will confront growth challenges of their own
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Navigating the perfect marketing storm in 2023
2023 will not be the first normal year after the pandemic disruption. There are only a few marketing organisations primed to come out stronger on the other side. So here are a few important questions for CMOs to ask themselves as they evaluate their marketing readiness for the new year
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The long and short of it: What makes CEOs decide?
The way a CEO communicates can help in predicting the company's performance
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Deconstructing ancient worlds to build our own: The case of education
Artificial intelligence, like other innovations, is redesigning education and gives people the opportunity to learn outside the walls of a brick-and-mortar school
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The return of corporate nationality
In the new global order, corporate nationality may be one of the most significant factors for many companies, whether they have international operations or not
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What the world can learn from Southeast Asia innovation
Southeast Asia is emerging as an innovation hotspot on the global map. The region now counts 10 unicorns valued at over $1 billion and over 50 companies that could reach this status in the years to come