Robustness in Business: The New Competitive Edge Lessons from Biology and Urban Planning By P.V. Sundar Balakrishnan, 2024. In today’s business environment, robustness and resilience—a key principle drawn from biology and urban planning—is vital for long-term success. This article explores how the principle of robustness, illustrated by the High Line project in New York City, can be applied to business strategy. Business leaders who master the art of building robust, adaptive organizations that require trade-offs between efficiency and robustness for building more robust and resilient organizations will be best positioned to thrive in an increasingly unpredictable world.

ROBUSTNESS-BIOLOGY-BUSINESS

Welcome to our podcast on the fascinating world of influence and persuasion. Today, we're diving into the groundbreaking work of Dr. Robert Cialdini, who identified six key principles that govern how people are influenced. Whether you're in marketing, sales, or just interested in understanding human behavior better, these insights will change how you see the world around you.


WEAPONS OF INFLUENCE

Summary: Exploring Promotions and Integrated Marketing Communications

The lecture titled "Exploring Promotions and Integrated Marketing Communications" provides a comprehensive overview of marketing communication strategies and their evolving nature. It begins by examining the rise of influencers in marketing, using examples such as Addison Rae to illustrate their impact on consumer behavior. Influencers are increasingly powerful in shaping consumer decisions, as highlighted through an example from the New York Times.

The lecture then explores the changing communications environment, highlighting how advances in information technology have shifted marketing from broad mass-marketing techniques to more segmented and targeted approaches. As media and markets continue to fragment, companies must focus on tailoring their messages to niche audiences, leading to the growing adoption of Integrated Marketing Communications (IMC). IMC is defined as the strategic coordination of multiple communication channels to ensure a consistent, customer-centric message that fosters effective relationship management throughout the customer journey.

PROMOTION-LECTURE

This podcast discusses research on multinational corporations' (MNCs) strategic responses to operating in sanctioned markets. Researchers analyzed data from 92 Japanese MNCs in Russia, Iran, Myanmar, and Venezuela from 2000-2022, identifying three key strategies: stability, shrinking, and divestment. Investment motives (resource-seeking, market-seeking, efficiency-seeking) and expatriate presence significantly influenced these choices. The study offers a framework for understanding MNC behavior in such environments and provides insights for managers and policymakers. The findings are published in the Journal of Global Marketing.

ROBUSTNESS-BIOLOGY-BUSINESS

Sundar Balakrishnan

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