According to Klaus Schwab (2008), founder and Executive Chairman of the World Economic Forum,
„Global corporate citizenship means that companies must not only be engaged with stakeholders but be stakeholders themselves alongside governments and civil society. Since companies depend on global development, which in turn relies on stability and increased prosperity, it is in their direct interest to help improve the state of the world.”
To enrich the picture on new marketing realities that we have tackled in several previous blog posts, we discuss the insights from the Boston Consulting Group (BCG) outlined in the report called The CMO’s Imperative. Tackling New Digital Realities. As its title suggestively indicates, the report presents the main recent developments in the practice of marketing enhanced by the new digital media (such as social media or mobile advertising), based on the results of The BCG Future of Marketing and Advertising Study, 2010.
Social media is infiltrating the business world, not only a tool used for personal interaction in the online medium, but also a powerful marketing resource that companies can use, at very low costs, to increase their visibility and improve their customer relations.
A recent report prepared by Stacombe Research and Planning on behalf of Optus Small and Medium Businesses provides a new and interesting perspective on how small to medium businesses view and use social media.
The European Brand Institute, Europe’s leading research institute for intangible assets, based in Vienna, Austria, has released the 2010 results for its annual brand valuation study, ‘eurobrand’. The study provides a ranking of Europe’s most valuable brands, both individual and brand corporations, as well as detailed brand analyses from country and industry perspectives. More than 3.000 brand corporations in 24 countries and 16 industries are examined (European Brand Institute, 2010a).