6-7 / 36
RESEARCH
News
06
Management Focus
Management Focus
07
UK marketing leaders are being left behind when it comes to expanding into new
markets, according to Cranfield’s annual marketing leaders’ survey. The 2014 results
revealed a lack of focus among UK marketers on innovation and rapidly growing
economies.
Dr Stan Maklan, Director of the Marketing Directors Programme at Cranfield said:
“Across the marketing profession there is great emphasis being placed on new media
and technology. I am concerned that marketing’s framework has become overly media
centric, particularly in the UK, where we are seeing a lack of focus from the marketing
profession on expanding in the BRIC and ‘Next 11’ economies and breakthrough
innovations.”
Review of the UK motorsport industry
Professor Mark Jenkins played a key role in a recent study commissioned by the
Motorsport Industry Association (MIA), which revealed that the motorsport sector
achieved sales of £9 billion in 2012, making it one of the most crucial contributors to the
UK economy.
The study, which was supported by UK Trade and Investment (UKTI) and the Department
for Business Innovation and Skills (BIS), revealed that there are now 4,300 businesses in
the UK that owe their existence to motorsport, accounting for nearly 41,000 jobs.
Professor Mark Jenkins commented: “This study underlines that the UK is a global leader
in this specialist area. It has demonstrated strong growth since 2009, and provides a
unique capability that is adding value in areas such as low carbon technologies and
sectors such as automotive, aerospace and defence.”
Business Minister Michael Fallon said: “Our motorsport industry represents some of the best of British talent and
ingenuity and it is imperative that we provide the right conditions so it continues to thrive. That is why we are investing
£1 billion jointly with industry to ensure companies across the automotive sector have the support they need to develop
the technologies of the future.”
How to avoid a crisis
Companies that create a culture of resilience throughout
their organisation can avoid potential crisis and are likely
to be more successful in the long term, according to
new research by Cranfield and Airmic, the association
for risk management.
In the ‘Roads to Resilience’ report, the Cranfield
authors urge boards and business leaders to challenge
their current attitudes towards risk management and
recognise that it should be a strategic priority and not
just an operational or compliance issue.
Commenting on the findings, report co-author Professor
Keith Goffin said: “All industries are now facing
unprecedented levels of risk that have real potential
for harming their reputations and balance sheets. By
bringing together the insights and experiences of those
who have succeeded, this report challenges businesses
to take the necessary actions to achieve resilience.”
Read more about this research in an article by the
report’s authors Professor Keith Goffin (pictured top
left), Dr Elmar Kutsch (bottom left) and Professor Marek
Szwejczewski (bottom right) on page 26.
BOOKS
Real-world marketing
Professor Paul Baines’
book
Marketing
(Third
Edition) includes a CD
of video interviews with
marketers from well-
known organisations
including Orange, Virgin
Media and Oxfam
who discuss how
marketing problems are
approached and solved
in the real world. The
book also explores the
latest developments in
digital marketing and
social media.
The social intrapreneur
Professor David
Grayson’s latest book
Social Intrapreneurism
and All That Jazz
applies
the metaphors of jazz
to reveal how social
intrapreneurs are
harnessing the power
of large companies
to address societal
problems. The book
identifies the mind-sets
and skills that have helped
social intrapreneurs to be
successful in changing
business for the better.
Aligning for advantage
Dr Tazeeb Rajwani’s book
Aligning for Advantage:
Competitive Strategies
for the Political and
Social Arenas
explores
how to take a strategic
management approach
when engaging with
political, regulatory
and social arenas and
interests. It includes
frameworks on how to
design and implement
aligned strategies in a
climate of complexity and
uncertainty.
From selling to co-creating
Dr Javier Marcos’
book
From Selling to
Co-Creating
identifies the
current and future trends
in sales and explores
ways that sales forces
can engage with their
customers at a strategic
level to develop new,
innovative products and
services to stay ahead
of the competition. The
book provides frameworks
and tools for transforming
and designing future-proof
sales organisations.
UK marketers are overlooking growth markets