Type 2 Consulting uses a multi-disciplinary, research-based approach to generate insights on three key business topics:
The caliber and impact of our thought leadership is reflected in an impressive track of publications in the top management journals (including Harvard Business Review, MIT Sloan Management Review, and the Wall Street Journal).
Differentiation is often spoken of as the holy grail of marketing. It is what makes your product or service standRead More
The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blogging and other unsavory activities, has brought the “reputation imperative” to the top of the agenda for business leaders.
The concept of brand equity first emerged in the marketing literature of the late 1980s. The use of a financial term for what was actually a customer-based construct was a highly effective technique for communicating the idea that brands are longlived business assets that can have significant financial value.
I often ask my clients whether having a strong brand or a strong operating model is more important in terms of the value of their business.Read More
Most business disciplines vie for more attention from senior management. Their claims are based on competing views about the management orientation most likely to deliver business success (for example, a financial orientation versus a production orientation).
I believe that the shockingly low success rate of M&A reflects the fact that they are approached from a transaction mindset, not a relationship mindset.Read More
T2’s research reports represent the distillation of our thinking on important business topics. In order to enable us to build communities of common interest around these topics, we ask that you share some details about yourself and the basis for your interest. Please note that we only respond to professional email addresses, not personal ones.