Business Unusual

Values, Uncertainty and the Psychology of Brand Resilience
1. Auflage 2021
ISBN: 978-1-3986-0221-2
Verlag: Kogan Page

Buch, Englisch, 264 Seiten, Format (B × H): 138 mm x 215 mm, Gewicht: 334 g

Reihe: Kogan Page Inspire

It all feels pretty overwhelming right now. People are feeling uncertain and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels? Explore how your customers and your people demand more than business as usual. This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships. Join the trailblazers that are transforming how we think of, and conduct, business. With insights from cutting-edge research and real-world case studies, learn how to apply psychological frameworks and practices that can help you develop a futureproof brand that people believe in, both inside and outside the organization.

Autoren/Hrsg.

Nahai, Nathalie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Organisationstheorie, Organisationssoziologie, Organisationspsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: Times they are a-changin';
  • Chapter - 02: We demand more;
  • Chapter - 03: Living the good life;
  • Chapter - 04: Up close and personal - Deepening the people–business relationship;
  • Chapter - 05: The lure of woke-washing - Values and virtue signalling;
  • Chapter - 06: Emotionally intelligent communication - What not to do;
  • Chapter - 07: How to recover when it hits the fan;
  • Chapter - 08: Adapting to virtual-first relationships without losing touch;
  • Chapter - 09: Business, unusual

Über Autor(innen)

Nahai, Nathalie
Nathalie Nahai is a speaker, author and web psychologist. Having worked with clients like Google, Unilever and Accenture among others, she is an expert on the psychology behind consumer behaviours, teaching companies to ethically apply behavioural science to enhance their online presence, communications, product design and customer experience. She is also a member of the BIMA Human Inisghts Council. The host of the Hive Podcast as well as several Guardian podcasts, she has appeared in The Atlantic, The Wall Street Journal, Business Insider, Forbes, Marie Claire, Stylist, The Telegraph and TV and radio numerous times to discuss emerging technologies. She is based in Barcelona, Spain.

Nathalie Nahai is a speaker, author and consultant, whose work explores persuasive technology, ethics, and the psychology behind evolving consumer behaviours. With clients including Google, Unilever and Accenture, she teaches companies how to ethically apply behavioural science to enhance their online presence, communications and customer experience. A member of the BIMA Human Insights Council, Nathalie hosts The Hive Podcast and has spoken about the impact of emerging technologies in The Atlantic, The Wall Street Journal, Business Insider, Forbes, Harvard Business Review, Stylist, The Telegraph, as well as TV and radio. She is based in Barcelona, Spain.