Nader T. Tavassoli

Jan 19, 2024 | forbes.com | Nader T. Tavassoli

By Nader Tavassoli, Professor of Marketing at London Business SchoolBranding tends to be viewed more as an exercise in creating awareness and building a differentiated image externally than as a cross-functional leadership exercise in developing organizational effectiveness. Yet, if brands are to be an integral part of a company’s strategy, they first need to gain traction internally.

Jan 8, 2024 | gulfbusiness.com | Neesha Salian |Nader T. Tavassoli

A human resources (HR) director of a famous luxury brand once bragged, “Not only do customers pay more for our products, but we also pay less for talent!”While this may well be true, is paying lower wages based on brand power such a good idea? A school of thought known as “efficiency wages” challenges the seemingly straightforward notion that paying less results in higher profits.

Nov 16, 2023 | sloanreview.mit.edu | Nader T. Tavassoli |Christine Moorman

The End of Averages for Marketing Budgets Marketers have long benchmarked their budgets against their peers’ spending. But it’s time to seek better metrics than the average budget. Carolyn Geason-Beissel/MIT SMRIn his 2015 book The End of Average, Todd Rose warns against “averagarians” designing systems based on the mean or judging success in terms of the deviation from the mean.