When I taught Principles of Marketing many years ago, I used to draw on Abell’s framework to define the market that a business was operating in. The reference is Defining the business: the starting point of strategic planning written by Derek F. Abell and published by Prentice Hall in 1980. Abell’s framework states that … Continue reading Three questions to define the market
Tag: Decision Making
The flawed decision maker
Noticing that I haven’t been to the gym in a (very) long time, my other half has tentatively suggested that I cancel my membership (and save some money too). This should be an easy decision. You see, even though I like some of the classes on offer at my health club, I much prefer going … Continue reading The flawed decision maker
Young consumers have (pestering) power, money and networks
Hello and apologies for the long silence. What can I say? I have been on holidays, with the family. While I planned to write a couple of posts during the holidays, our days ended up being too busy - and wi-fi access too patchy – for that to happen. During the family holidays I was … Continue reading Young consumers have (pestering) power, money and networks
Language, emotions and decision making
Some time ago, I got a pile of books in a library clearance. There are some real gems among them – some of the books, I knew beforehand that they were special, such as a copy of Adam Smith’s Wealth of Nations; others, I am discovering how special they are as I ‘work’ my way … Continue reading Language, emotions and decision making
The power of labels – Does a rose by any other name smell just as nice?
It has long been established that brand names influence our consumption behaviour, by shaping our perception of taste or, even, quality. Magnetic resonance imaging scans have shown that exposure to well-known brands activates the part of the brain associated with positive emotions, and that well-known brands are processed with less brain effort than lesser-known ones. But … Continue reading The power of labels – Does a rose by any other name smell just as nice?
Ana Canhoto 