Mary Poppins sang, “In every job that must be done, there is an element of fun. You find the fun and ‘snap’! the job’s a game.” Fifty years later, a growing number of marketing, human resources, and specialists in persuasion are taking these words literally. Their motto: increase engagement by turning communications into a game.Read 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…