Thought Leadership
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The Nose Knows: Sniffing out the marketing tricks of the trade
While navigating the marketplace, customers need to arm themselves with knowledge of aromatic tactics
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A blueprint for creating good jobs in India
To create good, stable jobs, we must focus on inclusive growth that creates jobs by investing in the social sector, revitalising labour-intensive industries, and prioritising extensive skill development
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Mastering the virtual job interview: 10 tips and tricks
Virtual job interviews have become the norm for those posting and seeking jobs, offering convenience but also presenting unique challenges. As you face this new world of job interviewing, it's crucial to adapt to this format
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Machiavellian or Messiah? Which nattier brand narrative should marketers adopt?
As brands invent, re-invent, and create new avatars, it is imperative to form lasting consumer-brand relationships. Here are a few approaches marketers should look into to forge that bond
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Is there a fault in fault-finding?
Constant focus on mistakes or flaws creates a hostile and stressful environment, which can be demotivating, affect personal well-being and stifle professional growth
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Behavioural Insights: Solutions are rarely homogenous
How can we ensure the results of experiments and pilots successfully scale into interventions that reliably improve consumer welfare?
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To discover breakthrough ideas, look to the outsiders
An AI-boosted search for prescient ideas finds they're more likely to come from the periphery than the core
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Preparing for an investor meeting? Here's how to position your startup
An entrepreneurship expert—and longtime investor—offers advice for making your company attractive, whether the market is hot or cold
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Customer referencing: Turning the customer into a credible source of value
Do customers serve any other purpose other than warranting current and future income? How can they help attract potential customers and increase sales? Marketing Professor Tuck Siong Chung, ESSEC Business School Asia-Pacific, and his fellow researchers explore how customer referencing helps firms build credibility and value
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How to manage critical conversations
A framework for what to do and what to avoid when discussing critical topics with your team
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Job search advice for a tough market: Think broadly and stay flexible
Some employers have pared staff and reduced hiring amid mixed economic signals. What does it mean for job seekers? Paul Gompers, Letian Zhang, and David Fubini offer advice for overcoming search challenges to score that all-important offer