How IKEA assembled a global reputation

What has been the secret to IKEA’s success? By Isabelle Szmigin, Professor of Marketing at Birmingham Business School It has been said that IKEA is similar to Marmite, you either love it or hate it. However I think what IKEA has done for home fashion is a little more complex than that. So as IKEA … Continue reading “How IKEA assembled a global reputation”

How Consumer Behaviour Is Driving Innovation in the UK Food Sector: Five Lessons from the Food Industry

By Professor Ganna Pogrebna (Professor of Economics, University of Birmingham) Ian Noble (Senior Research, Development and Quality Director, Mondelez International) Rimi Obra-Ratwatte (Principal Scientist, Global Nutrition, Mondelez International) The year 2017 marks a new chapter in the development of the UK Industrial Strategy, which will address a number of local challenges such as Brexit and growing political … Continue reading “How Consumer Behaviour Is Driving Innovation in the UK Food Sector: Five Lessons from the Food Industry”

‘Tis the season to spend on advertising

What is it about Christmas adverts that makes them so newsworthy? By Isabelle Szmigin, Professor of Marketing at Birmingham Business School As we enter the last days of November, the Christmas ads have well and truly hit our screens. Boots, Sainsbury, Waitrose, Tesco, Debenhams, Marks and Spencer, Aldi and Lidl and not forgetting John Lewis … Continue reading “‘Tis the season to spend on advertising”

How businesses can help curb obesity this Sugar Awareness Week

This sugar awareness week, while we should think twice about putting sugar in our tea and coffee or having that second soft drink in a day, we must also put pressure on suppliers and manufacturers to act responsibly and present us with products that help us reduce our calories and of course tooth decay. By … Continue reading “How businesses can help curb obesity this Sugar Awareness Week”

Authentic brands are responsible brands?

To celebrate Responsible Business Week we will be posting a series of blogs on this topic. In this post, Professor of Marketing Isabelle Szmigin looks into how brands can effectively present themselves in an ever more complex political climate. The last month has seen two major companies attacked for the presentation of their brand values. Cadbury, and by … Continue reading “Authentic brands are responsible brands?”