“I propose that organizations can become more market oriented by identifying and building the special capabilities that set market-driven organizations apart.” (Day, 1994)

Day suggests that firms require Market Orientation in order to develop the Comparative Advantage. Market Orientation, according to Day, is defined as the ability to meet the…

Can Studies of Innovation Processes and Outcomes Focus on One and Not on the Other?

In Digital Innovation Management: Reinventing Innovation Management Research in a Digital World the authors discuss the transition from structured approaches to a more fluidic style of organization and development. This transition is a result of…

Marketing has always sought to distance itself from the early notions of just being a Snake Oil Salesman, and for a significant period of time fought to establish itself as a field of science rather than art[1]. As such there has been a delicate balancing act in understanding and promoting…

Since the end of WW2 there has been a steady push towards creating a global consumer culture. Globalization, the development of mass media, the internet, and social networks have not only enabled a specific view of consumer culture to foster but has made that view a dominant social paradigm[1], a…

The first stage of Design Thinking is to empathize with your user and truly understand the problems they have and it typically entails going out and interviewing them. Thus, it becomes important to take the time and plan the questions your going to ask.

Questions should be genuine attempts to…

The overall discussion is centered around the notion of rhetorical language (written or spoken) and images (signs, symbols) to promote an advertiser’s actions. Initially the goal was to use rhetoric in an attempt to persuade the consumer into completing their purchasing journey. …

Shreyas Pandit

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