Marketing & Communication Series: The Keys to Adapting to New Behavior and Values
It is paradoxical that, while there is ample evidence that globalization and capitalism have helped destroy poverty in the world, trust in brands and companies is on the ground. Many citizens look at them with skepticism and as a cause of their problems, not as part of the solution.
At the same time, there is evidence that sales elasticity to conventional advertising spending has decreased in recent decades. Some marketing departments stick to traditional branding strategies. Others have opted for new media or new creative paths, trying to hyper-segment and trying to reach customers with a new language. In many cases, however, the brand equity has been eroded.
At a higher level in the marketing department, many companies have embraced the stakeholder theory and understand that the pursuit of profit should not be the only objective. As a result, CSR has been entering the conversations of many boards of directors and management committees, although, in many cases, opportunistically or defensively.
The recent update of the Business Roundtable's "statement on the purpose of a corporation" reflects a gradual but profound shift in the consciousness of top management. We see more and more companies taking seriously having a positive impact on society. Some go from -simply- investing in a set of social initiatives to seek a social purpose intimately linked to everything they do.
It is in these companies where the brand cannot be left out. A brand with purpose is not a brand that uses some social initiatives to guide its marketing and / or communication. It is a brand whose identity is inseparable from a social purpose.
Prof. CB Bhattacharya, H.J. Zoffer Chair in Sustainability and Ethics at the Katz Graduate School of Business, University of Pittsburgh
Malena Cutuli, AVP Global Communications-Food, Nestlé
Prof. Julián Villanueva, Marketing, IESE Business School
Prof. Julián Villanueva is professor in the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, an MBA at IESE, and a B.A. in Economics (Universidad Complutense de Madrid).
His interests fall in the area of digital marketing, customer equity (or customer lifetime value), branding and salesforce management, among others. His research has been published in the Journal of Marketing Research, Journal of Marketing and Quantitative Marketing and Economics, among others. Prof. Villanueva is also the author of several books, managerial articles and more than 50 case studies and technical notes. Two of his cases are in the Harvard Business School Premier Case Collection.
He regularly teaches MBAs and executives at IESE, and has also taught at CEIBS (China), Nile University (Egypt), INALDE (Colombia), IPADE (Mexico), IAE (Argentina), IDE (Ecuador), PAD (Perú), IEE (Costa Rica) and IEEM (Uruguay).
He joined IESE in 1997 as an Instructor in the Marketing Department. Before doing his MBA he worked for Promodès (currently Carrefour) as a product manager in the private labels? department. He has consulted for several companies such as Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestle, Nabisco, Bosch/Siemens. He regularly serves as an expert witness in several litigation cases. He has also served as a board member of several firms, both for-profit and non-profit.
H.J. Zoffer Chair in Sustainability and Ethics at the Katz Graduate School of Business, University of Pittsburgh.
Professor of Marketing and Management.
He has published over 100 articles and has over 35,000 citations per Google Scholar. His latest book entitled Small Actions Big Difference: Leveraging Corporate Sustainability to Drive Business and Societal Value was published by Routledge in 2019. He is co-author of the book Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value and co-editor of the book Global Challenges in Responsible Business, both published by Cambridge University Press. He also co-authored Why Do Boycotts Sometimes Increase Sales? Consumer Activism in the Age of Political Polarization with Michael Neureiter, which is published in Business Horizons.
Prof. Bhattacharya is the founder of the Center for Sustainable Business as well as the ESMT Sustainable Business Roundtable, a forum with more than 25 multinational members, aimed at discussing opportunities and challenges in mainstreaming sustainability practices within organizations. In 2007 he started the Stakeholder Marketing Consortium with support from the Aspen Institute.
Prof. Bhattacharya is part of a select group of faculty that has been named twice to Business Week?s Outstanding Faculty list. He has been recognized by both Thomson Reuters and Google Scholar as one of the top cited scholars in his field. He has won several best paper awards, teaching awards and research prizes. He was also a finalist for the Aspen Institute?s Faculty Pioneer Award in 2007. In addition, he received the Emory Williams Distinguished Teaching Award in 1995, the highest teaching award at Emory University.
He received his PhD in Marketing from the Wharton School of the University of Pennsylvania in 1993, his MBA from the Indian Institute of Management in 1984 and his Bachelors (with Honors in Economics) from St. Stephens College, Delhi in 1982. Before joining ESMT in 2009, he was the Everett W. Lord Distinguished Scholar and Professor of Marketing at the School of Management at Boston University. Before joining Boston University, he was on the faculty at the Goizueta Business School, Emory University. Prior to his PhD, he worked for three years as a Product Manager in Reckitt Benckiser plc.
Prof. Bhattacharya has conducted research and consulted for many organizations such as Allianz, AT&T, Bosch, Eli Lilly, E.ON, General Mills, Green Mountain Coffee, High Museum of Art, Hitachi Corporation, Procter & Gamble Company, Prudential Bank, Timberland and Unilever. As an expert in corporate responsibility and sustainability, he is often interviewed and quoted in publications such as Business Week, BBC, Forbes, Financial Times, Newsweek, The New York Times and The Economist and on TV stations such as Times Now, CBS and PBS. He frequently delivers keynote speeches or brings in his insights as a panelist at company, industry, and academic conferences and conventions.
AVP Global Communications-Food, Nestlé.
Award-winning Chief Marketing Officer with proven success leading top companies to achieve meaningful progress in marketing, brand, content and communications. Often hired as a panelist and subject matter expert on Marketing Management, Revenue Generation, Business Planning, Content Development, Brand Purpose, Sustainability, Integrated Marketing, and Advertising.