One of the big excitements of business at the moment involves discussions of a company’s purpose. Lots of firms think they should have one but where do you find a purpose? How do you know if you have a good one? What if no one believes you when you say you have a purpose? Jonathan…
Weird Versus Non-WEIRD
Joe Henrich’s book on the WEIRDest people in the world is ambitious and packed with ideas and data. To be honest it isn’t my sort of thing but you have to admire what he has done. He is looking at the psychology of weird versus non-weird people. Weird being western, educated, industrialized, rich & democratic….
Adding Customers To Ratios
Marc Marshing has published a short book on using customer data in financial analysis. (I am assuming it was a dissertation or similar as it is closer to a paper than a traditional book). He talks about adding customers to ratios, specifically adding a measure of customer value to the price to book ratio. This…
Marketing Implications Of Financial Accounting
A book chapter I wrote with Jonathan Knowles and Moeen Butt has recently come out in the Review of Marketing Research (vol 18). In our chapter, we sought to give marketers a better understanding of accounting, specifically financial accounting. What then are the marketing implications of financial accounting? Keeping Score Marketers are trying to work…
Certification And Better Business
One challenge with stakeholder/better business ideas is that there are so many things to be good (and bad) at. Is it enough to be good for the environment if you are awful to your employees? If you give money to your local community does that absolve other sins? Opinions might reasonably differ. As such we…
The Marketing Of Better Business
How is the marketing of better business going? The Marketing Of Better Business In his book, Better Business, Christopher Marquis makes a fascinating claim. The B Corp movement is the most important social movement you’ve never hear of. Marquis, 2020, preface Assuming this is true it is both exciting and a bit of a concern….
A Framework For AI In Marketing
At the risk of stating the obvious artificial intelligence (AI) is a subject of great interest in marketing. Indeed, beyond marketing too at the moment. There is a lot of discussion of how companies can take advantage of the opportunities (and avoid the downsides). Raj Venkatesan and Jim Lecinski have a new book that sets…
Cynicism About Data
Tim Harford’s latest book targets cynicism about data. The villain of the piece is Darrell Huff. Huff is the author of a fun book on lying with statistics, see here for more. Harford argues we are in danger of writing off the value of statistics. Instead, we need to develop clearer ideas for understanding statistics….
NPS And Potential Customers
The Net Promoter Score/System (NPS) remains an outlier in marketing metrics. NPS is undoubtedly focused on ‘marketing’ issues but is very widely used across business. Senior managers often know NPS, indeed they are often the ones promoting it. Is it any good though? The evidence for such a widely used metric is far from overwhelming….
Customer Accounting, Thanks But
It is great that accountants are looking at the idea of valuing a firm through its customers. I very much welcome this. That said, I do worry that people bringing ideas from outside their field often bring back bad habits with them. (To be clear I am sure I do this when looking at non-marketing…