About
Articles by Joe
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How Attitudes to Advertising Policies will Make or Break Brands Post-COVID-19
How Attitudes to Advertising Policies will Make or Break Brands Post-COVID-19
By Joe Morecroft
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Marketing During COVID-19: Companies who reduce marketing budgets can still use Product Diversification and Core Competency to build their brands.
Marketing During COVID-19: Companies who reduce marketing budgets can still use Product Diversification and Core Competency to build their brands.
By Joe Morecroft
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Marketing During the COVID-19 Crises: Applying Tested Techniques and Learning from History to Manage a Brand During the Pandemic.
Marketing During the COVID-19 Crises: Applying Tested Techniques and Learning from History to Manage a Brand During the Pandemic.
By Joe Morecroft
Activity
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Congratulations to Whitt Butler on being selected as our next Americas Consulting Vice Chair! I look forward to being ‘All in’ on building a…
Congratulations to Whitt Butler on being selected as our next Americas Consulting Vice Chair! I look forward to being ‘All in’ on building a…
Liked by Joe Morecroft
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A #techTuesday afternoon read…Did you know that 7 in 10 businesses think #GenAI can revolutionise supply chains. However, only 7% have gone on to…
A #techTuesday afternoon read…Did you know that 7 in 10 businesses think #GenAI can revolutionise supply chains. However, only 7% have gone on to…
Liked by Joe Morecroft
Experience
Education
Volunteer Experience
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Co-Facilitator
University of Warwick - Warwick Business School
- 1 year 3 months
Education
Innovation & Entrepreneurship
Publications
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Developing a transformational digital strategy in an SME: The role of responsible management
Emerald Open Research
Based on the case study of an SME company in the United Kingdom (which we will call SweetStar Cloud), this paper examines the attempts of the company to achieve significant strategic change. The company is attempting to move from being a tradition managed service provider of Information Services towards becoming a significant influencer in the market for digital services in the UK. As part of a Knowledge Transfer Partnership (KTP), a local UK University has been closely involved in developing…
Based on the case study of an SME company in the United Kingdom (which we will call SweetStar Cloud), this paper examines the attempts of the company to achieve significant strategic change. The company is attempting to move from being a tradition managed service provider of Information Services towards becoming a significant influencer in the market for digital services in the UK. As part of a Knowledge Transfer Partnership (KTP), a local UK University has been closely involved in developing this new strategic direction and it is well poised to present and analyse the story. From the use of tried and tested strategic tools, including Porter’s Generic Strategies and segmentation and targeting, the company has also embraced digital-specific approaches for developing partnerships with clients, developing pilot projects and experimenting with its use of social media. At the heart of this research is an analysis of the move from push marketing towards models of attraction. This paper aims to explore how traditional strategic tools are still applicable in the digital era alongside new tactical approaches in the digital sector. This aim has led to an approach to business that is responsible, in terms of moving away from a traditional push-selling model to one of partnership with customers at a strategic level. Strategy in dynamic markets often highlights responsiveness as a key success factor. The ability to respond (a response-ability) requires more agile companies. As SweetStar Cloud has developed its strategy, it has focused in achieving this more effective ability to respond through a more collaborative approach. In this sense, agile response-ability converges with business responsibility, as new abilities in communication, cooperation and trust development become key.
Courses
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Business Administration (BA Hons)
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Econsultancy: Fast Track Digital Marketing
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Master of Business Administration
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Recommendations received
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As Gareth Southgate leaves as England manager. I’m reminded of this quote: "Knowing when to walk away is wisdom. Being able to is courage. Walking…
As Gareth Southgate leaves as England manager. I’m reminded of this quote: "Knowing when to walk away is wisdom. Being able to is courage. Walking…
Liked by Joe Morecroft
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Exploring the Buzz: GenAI in Supply Chains – Hype or Reality? In collaboration with HFS Research, I co-led a research with my EY colleagues (Glenn…
Exploring the Buzz: GenAI in Supply Chains – Hype or Reality? In collaboration with HFS Research, I co-led a research with my EY colleagues (Glenn…
Liked by Joe Morecroft
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A few months after we were married in 2007, we visited my grandmother in Trenton, New Jersey. We drove past the capitol and Stephen asked to stop and…
A few months after we were married in 2007, we visited my grandmother in Trenton, New Jersey. We drove past the capitol and Stephen asked to stop and…
Liked by Joe Morecroft
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I am honoured to be appointed Global Deputy Vice Chair for Consulting at EY. I have some large shoes to fill, taking over from Hyong Kim who laid a…
I am honoured to be appointed Global Deputy Vice Chair for Consulting at EY. I have some large shoes to fill, taking over from Hyong Kim who laid a…
Liked by Joe Morecroft
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We are thrilled to be named a Horizon 3 Market Leader in the HFS Horizons: Supply Chain Services, 2024 report. The report highlights that EY manages…
We are thrilled to be named a Horizon 3 Market Leader in the HFS Horizons: Supply Chain Services, 2024 report. The report highlights that EY manages…
Liked by Joe Morecroft
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Football is a huge passion of mine, and I’m closely following this year’s #EURO24 ⚽ It is an incredible demonstration of teamwork under the…
Football is a huge passion of mine, and I’m closely following this year’s #EURO24 ⚽ It is an incredible demonstration of teamwork under the…
Liked by Joe Morecroft
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One of those posts that come about not that often. Happy to share that I'm officially a Director at EY. I stand on the shoulders of many great people…
One of those posts that come about not that often. Happy to share that I'm officially a Director at EY. I stand on the shoulders of many great people…
Liked by Joe Morecroft
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