Understanding the Differences: Market-driven strategy and market-driving strategy are two distinct approaches to marketing as a strategic function. Although the term “market-driving strategy” might raise some eyebrows, it is essential to recognize the disparities between these two methodologies. Market-driven strategy, the more conventional approach employed by 99% of firms, emphasizes understanding and responding to identified customer needs within existing or […]
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I vividly recall a conversation 25 years ago, when Samie Lim eagerly introduced me to the concept of franchising. His group had secured the rights to represent US-based Francorp in the Philippines, enabling them to offer consulting services related to franchising. Their aim was to assist businesses in harnessing the power of the franchising business model for expansion. With this […]
Kristine Venturina is the Director for Shopper Marketing and Insighting of Unilab. She was a recipient of the Mansmith Young Market Masters Awards (YMMA) in 2015. Here, she shares her experience in shopper marketing. Q1: What are some of the biggest challenges you’ve faced as a shopper marketer, and how have you overcome them? A1: In shopper marketing like in […]
Bea Joson is the Deodorants Lead for Southeast Asia of Unilever. She won the Mansmith Young Market Masters Awards (YMMA) in 2020. In this interview, she shares her insights and experience on how to develop, manage and grow a portfolio of brands for maximum effectiveness and efficiency. Q1: How do you ensure that each brand has a distinct target market […]
I am thrilled to recount the success of the recently concluded 14th Mansmith Market Masters Conference (MMC) last May 17, 2023 in SMX Manila. Based on feedback, the event surpassed all expectations, leaving attendees enlightened and even wanting for more. This year’s MMC delivered four engaging sessions featuring a carefully curated panel of luminaries from the realms of marketing, entrepreneurship, […]
Even before PURPOSE claimed its own space in the growth equation of companies, Mansmith and Fielders had already owned a unique positioning in the training industry. Mansmith is not just a training and consulting firm with a specialized focus on marketing, sales, and innovation, it is the only company in its field driven by advocacy. This transition happened in 2004 […]
Advocacy-based marketing training and consulting company, Mansmith and Fielders Inc., has bestowed a 5-year P33-million scholarship grant that aims to train 4,000 marketing professors and teachers across the Philippines. By enhancing their skills and knowledge through marketing training courses, these educators will be better equipped to deliver relevant, up-to-date and practical marketing education to their students. The ripple effect of […]
J. Patrick Cua is the Managing Director for Philippines, Vietnam and Myanmar of NIQ, the world’s leading consumer intelligence company for retailers and consumer goods manufacturers. With operations in over 100 countries, NIQ provides its clients with information and insights on consumer buying behavior. In this interview, he shares their research about marketing during high inflation times. Q1: What impact does […]
Issa Baron is the Managing Partner of Good Thinking Research and was past president of the Marketing and Opinion Research Society of the Philippines (MORES). Here she answers some of the most common questions about consumer insighting. Q1: What are some of the most significant trends you are seeing in consumer behavior, and how can firms leverage them to improve their […]
I live by the quote of Abigail Adams who said “Learning is not attained by chance, it must be sought for with ardor and attended to with diligence.” Being an educator compels and propels me to be a constant learner. As such, I love attending business conferences that cover the latest trends, and feature the best minds who share both […]