Forum

  • Business insights-Corporate hypocrisy

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    In many aspects, Corporate Social Responsibility – CSR – activities have become an integral part of marketing. Examples abound: Body Shop is synonymous with eco-friendliness and appreciated as a “good” brand because it frowns on animal testing; Starbucks enjoys its liberal image via its social-contribution projects benefiting local communities, culture, the arts, and the environment.…

  • Facebook and the Network Effect

    In class, we discussed how simplicity and open API were key factors in Facebook’s rise and domination of the social media arena. This article by The New York Times discusses how it is now the network effect which helps Facebook retain their position as the number one social media platform. Although the benefits of network effects have been reduced for…

  • The surprising reason why CEOs should be social media savvy

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    In the past semester, we learnt how to devise and craft social media strategies for firms by looking at both internal factors such as the firm’s manpower, networks and advertising competency, and external factors such as consumer purchase behaviours and crisis management, with a focus on the firm’s employees and their actions. However, a commentary…