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Author: Filiberto Amati

The mighty rise of purpose marketingWhen we discuss the broad topic of marketing, we would be remiss not to mention Prof. Philip Kotler, widely recognized as the father of modern marketing: while a member of the faculty at Northwestern University in Chicago, he developed the framework of the four-Ps and

With so many experts – or self-proclaimed experts – discussing business models, research in the field is moving at a rapid pace, often in quite controversial directions. However, I recently found a very interesting article on sustainable business models and their archetypes.A team of researchers from Cambridge and Delft university,