In an ideal world you might argue that contracting a global celebrity and paying him money to promote your brand and utilizing your most loyal and passionate consumers are two different tools altogether and should not be compared. But is it really so, when the objective of both is to use connected and influential human beings to...

Since the day when Frederick Winslow Taylor said that we need the principles of scientific management to gain economic efficiency, we are blessed (or cursed) with the word management in our vocabulary. Management by definition says that someone called a cowboy (also known as “manager”) has to manage the herd, drive people towards the common goal...