On average, companies still spend between 70 and 90% of their marketing budget on traditional media (ads in print media or on television, promotional campaigns, etc.). The main obstacle to the rise of marketing 2.0 is the difficulty that managers encouter with effectively measuring ROI for campaigns on social networks. Read our focus Facebook, Twitter,Read more…

The blossoming of social conscience, the 2008 crisis, and the explosion of web 2.0 are all behind a trend that is revolutionizing the value creation chain: collaborative consumption. Would you be willing to share your car with strangers? Created in 2010, WhipCar, a London car rental company proposes over 1000 vehicles, none of which itRead more…

Nowadays, consumers everywhere demand that their individual characteristics be taken into account. The time for internationalization strategies based on standardization is over: get ready for glocalization. Nokia’s conduct in India offers a premium illustration of glocalization. Not only has the company optimized local marketing schemes, but it has set an example for the rest ofRead more…