In 1982, the Department of Economics at the University of Minnesota became the research headquarters of four professors who changed economic theory. Perhaps that would not be such a salient story for innovation, were it not because Minnesota was a public university, located in a place better known to corn and soy farmers, and far from the usual scenarios of extraordinary scholarly achievement. This was not a case of overnight success. In fact, as is the case with most “overnight successes,” this one took years to evolve. It required a singular mix of personal leadership, commitment to rigorous academic training, impeccable team selection, and setting the right motivations for the team to work. Twelve years before, in 1970, the Department […]
How to make Nobel laureates
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Olympic Games’ Memorability: Brand Strategy and the Challenges of Modern Engagement
The Olympics have long been more than a global athletic competition; they are a cultural institution that transcends national boundaries and generations. As the world evolves, so does the branding and media landscape surrounding the Games. This year’s Olympics not only highlighted the importance of long-term brand investments but also demonstrated how athletes and digital platforms can create an unprecedented level of engagement with global audiences. However, as the Games adapt to new trends, they also confront challenges that demand careful consideration from both brands and organizers. The Power of Long-Term Brand Investment Long-term commitment has proven to be the most effective strategy for brands associated with the Olympics. Many companies have invested heavily in this global event, focusing on […]