Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Paradoxical goals, such as demands in industrial R&D for exploratory learning and short-term business performance, may foster synergistic possibilities, but also surface tensions that can paralyse actors. Defensive responses can trigger vicious cycles, where over-focusing on one goal provides actors with temporary comfort, but intensifies the pull from the neglected goal.
With rapid technological advancement and the globalisation of business, we have been living with unprecedented change since long before Covid-19. So, if the only constant in modern life is change, where does marketing come in? How can brands keep up with trends while remaining true to their values? We spoke to some of Birkbeck’s leading marketing academics to get their views.
Hear from two leading academics at Birkbeck, University of London about why now is the right time to embrace innovation and how the post-Covid economy may in fact be a ‘land of opportunities’ for marketers, as long as they can manage risk effectively. As Covid-19 restrictions are slowly eased in the UK and we emerge into something resembling normality post-pandemic, many companies will be taking stock and planning their next moves carefully.
Following the initial ‘shock and awe’ of Covid-19, companies and consumers are striving (admittedly, some more successfully than others) to adjust to the ‘new normal’, some of the changes taking place now may be permanent additions to the marketer’s working life. On the one hand, companies previously used to floating serenely are now sailing in uncharted waters.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
