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A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 7, Accessing Content, the authors consider how consumers receive content through either pull tactics to attract people who are actively searching or push tactics to inspire action. They review key considerations and visual examples of pull tactics, including quick response (QR) codes, mobile messaging, and near-frequency codes (NFC). They also review three push tactics: messaging, opt-in notifications within apps, and location-based services such as iBeacon.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 8, Mobile Marketing Strategy and Resources, the authors emphasize the need to move quickly in a rapidly changing environment. Thus, they present a model for actionable long-term vision that marketers going through a lengthy strategic planning session. The NOTE model is broken into four stages: needs, objectives, tactics, and execution. The authors summarize key considerations for each stage of the model and then apply the model to a fictitious company as example. They also share insights from Jeffrey Donnell, Product Development & Innovation Manager at Whirlpool Corporation, about the value of being a "pocket brand," or a brand that utilizes mobile marketing to create relevant customer value.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 1, Ethics in Commerce, provides historical and philosophical context for the overall discussion of ethical management and the author's focus on ethical conduct for companies doing business globally. He defines social responsibility as the broader concept of caring about others versus ethics, which provide more specific and practical guidance. He considers different perspectives on ethics in globalization, from those who believe a company should engage in ethical outreach as they enter new countries to those who believe a company should accept the environment in new countries. He also outlines the factors that he believes have brought ethics to the forefront of management discussions, including an overview of how an ethical or unethical public perception can impact a business.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 2, Ethics and the Strategic Determination, the author begins with an overview of global business and the factors that influence a company's decision to operate in another country. He recommends that a company include ethics as part of corporate strategy and applies ethical components to SWOT analysis and Porter's 5 Forces using companies such as Nike and ExxonMobil to illustrate. He explores how the human rights environment in country impacts a global business, with an analysis of the Alien Tort Claims Act and comments on handling human rights violations. He examines other challenges to ethical conduct including foreign national labor practices, the impact of non-government organizations (NGOs), media attention, public perception and pressure for transparency. He also reviews the U.S. Sarbanes-Oxley Act which drew public attention to unethical practices and how ethics can impact corporate branding.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. In Chapter 3, Ethical Value Development, the author examines how ethics develop and introduces the concept of a global ethical conduct code. He posits that public awareness of recent human rights violations has increased pressure on global firms to be proactive in defining and implementing a code of ethics. He considers the role of companies as social institutions with analysis of Milton Friedman's economic theory of being profitable while conforming to the basic rules of society. He looks at corporate reputations and how unethical practices can have negative impact on finances and long-term success. He contrasts social responsibility and ethics, and shares perspectives from different countries. He also explores the realm of public perception and if people are already biased against corporations, which the author interprets as a need for a proactive approach to ethics. He also considers how global businesses influence local labor relations.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. In Chapter 4, Ethics Unabridged (68 pages), the author examines how the role of ethics in management decisions has taken on greater importance. He explains how ethics have become a critical factor for success. He describes how history, public demand for transparency, and the constant media access due to the Internet, have shaped the current business landscape in terms of the need for ethical standards. He reviews two approaches to corporate social responsibility, institutional and profit maximization, and provides both historic and contemporary examples. He also explores the more recent developments in responsible leadership. The chapter ends with a review of the Principles for Responsible Management Education developed by the Globally Responsible Leadership Initiative.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 5, Time for a Change? (45 pages) presents the author's theory that every multinational business should develop a global code of conduct. He offers three evaluation methods for transnational companies in determining the kind of ethical strategy needed. He reviews several resources, including the UN Universal Declaration of Human Rights and the Global Sullivan Principles, and outlines several ethical philosophies that influence personal ethics. He also considers how different mindsets influence global strategy application and presents a matrix of ethical directions according to cultural relativism and ethical imperialism. He concludes with a recommendation of 4 elements that constitute an appropriate ethical approach.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. Chapter 6, A Universal Code Template (46 pages), starts with an analysis of the Herzberg theory of work motivation and Maslow's hierarchy of needs as they relate to the motivation behind ethical strategy. The author explores the concept of "connected capitalism" through Coca-Cola's development of a corporate moral compass. He offers practical guidelines for constructing a code of conduct, using the Vitruvian Man model as an example of balancing integrates absolutes and relatives. He also explains the importance of verification and monitoring, with recommendations for organizational structure and implications for managers. He considers the ultimate cost-benefit of ethical practices and provides an in-depth analysis of the codes of conduct for Nike Inc. and Gap Inc. as best practice. He ends with a look at historic examples of ethical conduct.

A Strategic and Tactical Approach to Global Business Ethics, Second Edition, is a seven-chapter book published by Business Expert Press in 2015 and written by Lawrence A. Beer, professor emeritus at the W. P. Carey School of Business at Arizona State University. The second edition expands the discussion of integrating ethics into the planning, administration, and operations of a multi-national business. The author provides an in-depth examination of the issues around the importance of ethical strategy and offers practical guidance on how a company should establish a code of conduct. He includes numerous real-world examples as well as both literary and philosophical references. He ends each chapter with reflections for managers that build upon the concepts presented in the chapter and offer topics for further discussion. In Chapter 7, Global Ethical Strategies and Conclusions (19 pages), the author recommends that a global business determine its strategic position: neutrality, deflection, or proactive change. He offers practical tools to guide ethical decision-making, including a list of questions to identify "deal-breakers," a model to evaluate entry into a potential country, and a process to evaluate potential foreign partners. He further recommends a global ethical-positioning scale in advance of facing an ethical violation. He provides the 4W approach as a series of questions to help a company handle an infraction in the absence of a prior plan. He concludes by revisiting the importance of having an ethical strategy to guide global business.

The protagonists of the case are CEO Kenneth Frazier and Roger Perlmutter, president of research, as they contemplate Merck's future in light of a difficult external environment and multiple internal challenges. Overall, the pharmaceutical industry faces the threat of patent expirations, diminishing new drug breakthroughs, adverse regulatory laws, increasing competition, and a harsh economic climate. With its new drug pipeline running dry, Merck accepted that the biotech industry is too complicated for it to navigate alone. As it stood, it was producing only 1 percent of the biomedical research in the world. Thousands of new ideas were emerging around the world, both inside and outside of the company. While Merck had been moving toward an open innovation strategy, its stellar history of internal research and development had created a culture resilient to working externally. Should Merck pursue an open innovation strategy? If so, how? Another issue that the case deals with is executing corporate strategy via acquisitions of smaller biotech companies such as Merck's recent acquisition of Idenix.

The complex problems of our time increasingly demand creative, adaptive and flexible governance structures. The author shows that a new breed of 'temporary' organization is emerging to tackle some of the world's most wicked problems, achieve targeted results, then shut down. She provides examples, including an initiative to combat AIDS that involves The Gates Foundation, Merck Pharmaceuticals, GlaxoSmithKline and UNITAID. She then describes five key characteristics of the new mindset required to build short-term organizations with long-term impact.

As Asia's population and per capita incomes rise, four key components of its natural resource base are set to decline substantially. The authors group the environmental problems that confront Asia into four categories-water management, deforestation and land degradation, air pollution, and climate change. They then provide seven policy objectives that can serve as a platform from which to address these problems, at both regional and local levels. Embracing these objectives, they believe, will facilitate the management of Asia's environmental problems to 2030 and beyond.

Solving wicked problems involves mobilizing different actors, ways of thinking, forms of knowledge and practices. In short, it requires messy solutions. The authors argue that Mary Douglas's Cultural Theory can guide the selection of problem-solving approaches for wicked problems. Having analyzed 20 problem-solving approaches from Organizational Studies, they present six that-based on Cultural Theory's focus on combining Individualistic, Egalitarian, Hierarchichal and Fatalistic elements-are best suited to tackling wicked problems, including Design Thinking, Future Searches and 21st Century Town Meetings.

In today's global marketplace, companies are being asked to create innovative products and services for increasingly diverse users, cultures and environments. These 'design challenges' can be so wickedly complex that the task of aligning all of a project's stakeholders sometimes seems impossible. But it's not. The authors show that design empathy is an approach that can be embraced to draw upon people's real-world experiences and address modern challenges. They provide four strategies for scaling and sustaining design empathy within your organization, including 'telling stories, documentary-style' and 'taking clients on visceral journeys'.

Senior executives from Novo Nordisk, Virgin Group, Johnson & Johnson and Tim Hortons provide dispatches from the front lines of the corporate sustainability challenge, describing their companies' varied approaches to tackling sustainability in arenas including aviation, investing, consumer products and health care.

The traditional linear and analytic problem-solving processes to which business leaders have become accustomed-from quality management to Six Sigma-rarely open up the variety of different 'frames' that the more exploratory approaches from the realm of Design Thinking can. The authors show that sometimes-and more frequently than ever these days-we need many different frames around a problem in order to see the many different possible solutions. They describe four elements of the skill of framing and 're-framing' a problem, and show how together, they enable you to 'create a new story' on behalf of your customer.

If we want to create a future in which humanity thrives, we must re-frame our approach to life and the way in which we see the world. The author, an innovation strategist, describes seven cultural and economic shifts that are taking place within what he calls 'The Age of Opportunity'. These include a shift 'from mechanical to organic' and 'from data to patterns'. The social and business landscapes are ripe for opportunities to re-frame our world, he says, and embracing these shifts is the first step on the road to innovation.

In the past, society has counted on government bodies and institutions like the World Bank to address global issues like climate change, youth unemployment and income inequality. But in recent years, the author argues, another kind of institution has become uniquely placed to address these challenges: global corporations. The catch, she explains, is that before a corporation can take a wider world view, it first has to reach inside of itself to build inner resilience. She describes three spheres of corporate influence and how to build resilience within each in order to proceed to the third and final sphere: contributing to global resilience.