SmartOwl - Prospecter en B2B

Une étude a été faite sur la façon dont perçoivent les marques les jeunes adultes au Brésil, en Inde, en Russie et en Chine. Il en ressort globalement qu'ils apprécient les marques de leur pays même si une petite tendance indique qu'il pensent que les produits des marques étrangères sont de meilleure qualité que les marques locales. Cette perception "meilleure qualité" des marques étrangères leurs suffira-t-elle à vendre massivement sur ces marchés ? source McKinseyQuarterly

Blogs (short for Web logs) are online journals or diaries hosted on a Web site. Online games include both games played on dedicated game consoles that can be networked and “massively multiplayer” games, which involve thousands of people who interact simultaneously through personal avatars in online worlds that exist independently of any single player’s activity. Podcasts are audio or video recordings—a multimedia form of a blog or other content. They are often distributed through aggregators, such as iTunes. Social networks allow members of specific sites to learn about other members’ skills, talents, knowledge, or preferences. Commercial examples include Facebook and MySpace. Some companies use such systems internally to help identify experts. Virtual worlds , such as Second Life, are highly social, three-dimensional online environments shaped by users who interact with and receive instant feedback from other users through the use of avatars. Web services are software systems that m...

SOURCE : McKinsey Quarterly (article de Phil Rosenzweig) Many studies of company performance are undermined by a problem known as the halo effect. First identified by US psychologist Edward Thorndike in 1920, it describes the tendency to make specific inferences on the basis of a general impression. How does the halo effect manifest itself in the business world? Imagine a company that is doing well, with rising sales, high profits, and a sharply increasing stock price. The tendency is to infer that the company has a sound strategy, a visionary leader, motivated employees, an excellent customer orientation, a vibrant culture, and so on. But when that same company suffers a decline—if sales fall and profits shrink—many people are quick to conclude that the company’s strategy went wrong, its people became complacent, it neglected its customers, its culture became stodgy, and more. In fact, these things may not have changed much, if at all. Rather, company performance, good or bad, create...