Drawing on his in-depth study of the French success-story Michel et Augustin, Frédéric Oble, Professor of Marketing ESSEC Business School, provides us with insights into what the little brands can do to rival with the giants without spending millions.
Organizations are increasingly looking for their employees to be proactive – to show initiative in their work and contribute to positive change. But how can organizations increase proactivity in their workforce? Can employees be trained to be more proactive? ESSEC Prof. Karoline Strauss aims to answer this question in her research. “The short answer is: yes”, she says. “The long answer is that which training approach will be effective – and for which employees – depends on the kind of proactivity an organization is looking for in their workforce. Do you want your employees to be proactive problem solvers, fixing issues they come across in their day-to-day job, or do you want them to be proactive in shaping the long-term future of the organization? Our findings show that a different training approach is needed for these two different types of proactivity”.
Cedomir Nestorovic, Professor of Management at ESSEC Business School and author of the recently published book Islamic Marketing: Understanding the Socio-Economic, Cultural, and Politico-Legal Environment, explains the context and challenges of adapting products and services for the Muslim world.