Manifesting Chutzpah in business: How Chutzpadik behaviour affects advertising effectiveness and...

IAS Visiting Fellows Dr Yoel Asseraf and Professor Kalanit Efrat deliver a seminar on their research, fully titled "Manifesting Chutzpah in business: How Chutzpadik behaviour affects advertising effectiveness and export performance" 

Chutzpah helps you stand out. This is particularly evident in advertising (through differentiation), and exporting (increasingly predicated on entrepreneurship). Yet, knowledge of Chutzpadik behavior in business in general, and advertising and exporting in particular, is fragmented. We present the results of studies that a) define and delineate Chutzpadik behaviour in business, and b) examine its consequences for advertising effectiveness and export performance. Three sets of in-depth interviews with advertising executives, general public, and export managers reveal three Chutzpadik dimensions: norm violation, novelty, and audacity. A dyadic survey of advertising executives and general audience confirms the existence of the three dimensions of Chutzpadik behaviour in advertising, and reveals that these differentially affect advertising effectiveness. A second survey with export managers reveals that Chutzpadik behaviour plays a crucial role in market-driven firms facing high levels of competitive dynamism. A third survey with export managers uncovers that Chutzpah is less important for market-driving firms. 

Arrivals from 11:45 am for a 12:00 noon start. For those joining in-person, lunch will be served after the seminar from 1:00pm.

This event is hybrid format, please use the required booking button at the bottom of the page to choose either in-person or online attendance.
(Please note that in-person spaces are limited and booking is required, so we can manage numbers for catering and also the space inside International House)

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IAS seminars are typically recorded, minus any Q&A sessions at the end, again to encourage contributions. The recordings are then uploaded to our website on a Fellows bio page and/or Programme page, along with our IAS YouTube Channel. If you are not able to attend a seminar live, please do still register as we will email everyone who registered to let them know once the recordings are made available.