Read our insights into what drives business growth, innovation, and brand value. Learn how our solutions can help your business grow.
Upstream innovations depend on the downstream market for adoption of their innovation. But often, businesses shield upstream innovations from potential adopters.
Social changes happen slowly; it has to happen to many individuals. Individual change, however, can happen more quickly—with the right motivation. Since each individual is different, social change requires lots of different motivations—inputs from influences or influencers with whom different individuals connect.
B2C companies focus more on content marketing, while B2B companies focus more on product or direct customer marketing. Should B2B companies adopt a B2B2C mindset?