Student resources to accompany Marketing, 5th edition:
Ipsos MORI, the global market research firm, helped Unilever develop is medium-term innovation pipeline for four of its cleaning brands. We go behind the scenes with Billie Ing, innovation engagement leader; LeoraUnsdorfer, qualitative research manager; and Alex Gilby, quantitative associate director.
How should organizations scan their external environments and what should they do if they identify potential threats and opportunities? Achilleas Rigas, CEO of P. Rigas Packaging, speaks to Paul Baines about how his company scans its external environment in order to mitigate some of the difficult economic circumstances that are currently operating in Greece today.
Sometimes, sustainability requires innovative initiatives—including collaboration with one’s competitors. We speak to Anna-Karin Dahlberg( Lindex), FeliciaReuterswärd (H&M), and Fredrika Klarén (KappAhl) to understand the challenges involved in working on initiatives targeted at stimulating more sustainable consumption behaviours.