Power lurking within individual messages: Word of mouth is making itself heard, and firms know its value

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

There is something highly reassuring about the idea of a recommendation via word of mouth. People have chosen to speak highly of a service or product without any financial inducement.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2013), "Power lurking within individual messages: Word of mouth is making itself heard, and firms know its value", Strategic Direction, Vol. 29 No. 5, pp. 23-25. https://doi.org/10.1108/02580541311316578