October 22, 2017

Archives for October 2017

How not to sell things

Some time ago I went into a specialist shop in Edinburgh to buy some stereo equipment. I knew next to nothing about the technology but had forearmed myself by studying a buyers’ guide and memorising the jungle of letters and numbers that was the brand name of the Best Buy model. The sales assistant beamed […]

How do you account for a new idea in external financial statements? (part 1)

The answer to this is perhaps not as easy as one might imagine… Entrepreneurship can be described as a process by which an individual (or a team): identifies a business opportunity acquires and deploys the necessary resources to exploit it manages the associated risks with the ultimate aim of making a profit. If, for example, […]

Understanding the customer? You must be joking!

One of the most often and glibbest used phrases in marketing (and other circles!) is that the key to success is ‘understanding the customer’ (see the Marketing and Consumer Behaviour courses, for example). But what do we mean by that exactly? Let me elaborate. I was at a very interesting and enlightening marketing conference the […]