What motivates CEOs when they decide on a marketing project? Are they just borrowing from the future to finance the present? And how can a CMO prevent cuts in their marketing budget that will ultimately influence a firm's long term performance? Prof. Tuck S. Chung, ESSEC Business School Asia-Pacific, explores the psychological traits of senior management that facilitate — or prevent — short-sighted marketing management
When you were a child, what superpower did you want to have? Flying? Telekineses? Invisibility? And what about now in later life? In fact, one of the most desired superpowers among adults is mind-reading. And it makes sense – not least in a business context. A marketing director, for example, would probably use this superpower to find out their CEO’s future plans for the marketing budget. Do they have to be prepared to defend it? Is the CEO planning a cut in the marketing budget that might harm the company’s long-term performance?