Unlocking Business Potential: The Art and Essence of Segmentation
This article explores the art and essence of segmentation as a strategic foundation for business success. It highlights how thoughtful segmentation enables organisations to move beyond one-size-fits-all approaches, uncover latent customer needs, and design personalised strategies. By integrating…
Balancing Dreams and Doubts: How Youth Navigate Their Future in a Changing World
Drawing on insights from a global dataset of over 15,000 young people, this study examines how youth aspirations—career goals, financial stability, personal happiness, and hopes for a better world—interact with their biggest fears about the future. The findings reveal that career driven youth…
From AI Tools to AI Teammates: What Marketers Need to Know About Agentic AI?
Marketing is entering a new era where AI moves beyond assisting to acting. This piece explores agentic AI, which is an intelligent system that can plan and execute marketing tasks with minimal supervision. Using relatable SME and Gen Z examples, it explains how marketers can shift from doing…
The Green Disconnect: Why Tourists Tune Out Eco-Friendly Travel
Deliberate Ignorance Towards Green Tourism: The Role of Psychological Detachment investigates why some tourists consciously ignore green or sustainable tourism options, despite growing environmental awareness.
When Everyone Sees Your Post, but No One Buys: The Bystander Effect in Marketing
If you run a small business, this might sound familiar.
You post a product on Instagram or TikTok. The views go up. People watch your video till the end. Some even save it. But when you check your orders, nothing much happens.
Lazada’s Rise: A Success Story in E-Commerce
Lazada’s recent achievement of a positive EBITDA represents a significant milestone not only for the company itself but also for the broader e-commerce landscape in Southeast Asia.
The Spark Green Marketing Challenge 2024: Turning Coursework Into a Movement
About a year ago, when Â鶹Íø began strengthening its commitment to the Sustainable Development Goals (SDGs), we were encouraged to bring those values into our classrooms.
Greening Malaysian MSMEs for a Sustainable Future
Micro, Small, and Medium Enterprises (MSMEs) are the backbone of Malaysia’s economy, contributing significantly to employment and national growth. However, their role in achieving Sustainable Development Goal (SDG) 12: Responsible Consumption and Production remains underexplored.
Tricked by Tech? How Deepfake Ads Are Shaping Travel Plans
Could your next holiday be inspired by a celebrity who never actually promoted it?
Cracking the Code for Digital Marketing
Sunway Business School’s Digital Media & Communication Manager, Mr. Walliyaddin Khalik, was invited to Dr. Soon Pei Shan’s Digital Marketing class to share his knowledge and experience with students.
The New Age of Ownership: Why We Feel Attached to What We Don’t Own
In today’s world, where renting, streaming, and sharing are becoming the norm, traditional ideas of ownership are being redefined. From Netflix subscriptions to co-working spaces, consumers interact with products in ways that go beyond physical possession.
From Student to Standout: Building Your Brand
Let’s face it! Your first impression isn’t always made in person anymore. These days, it’s often your profile picture, your bio, or that post you shared last week. In a world where everyone’s online, you are your brand, and it’s time to make it count.