The Disabled Market: A Vast Opportunity for Businesses Today

Did you know that 1 in 4 Americans — 67 million of us — have some form of disability? This makes the disabled a vastly underserved market — and one that can and should be on the radar of all companies today

Image for post
Image for post
Photo by Possessed Photography on Unsplash

In marketing, we all too often think of the population in terms of segments. We approach specific marketing issues, whether that be promoting and advertising products or services or attracting and then retaining customers with our offerings, with a focus on how our efforts will be targeted towards specific segments of the population. In recent years, there has certainly been a growing awareness of how marketers can better tailor their appeals to not just the traditional segments of the population — by age, by gender, by income level, etc. …

The Looming Demographic Crisis for Television and TV Advertising

Advertisers continue to flock to live television for one reason: It’s where the older eyeballs are — for now!

Image for post
Image for post
Photo by Glenn Carstens-Peters on Unsplash

Have you watched a network or local news show lately? The likely rundown of commercials during a single 30 or 60-minute program will likely include a combination of ads like the following:

Joe Namath telling you why you should change your Medicare supplement…

…Joan Lunden helping you find A Place for Mom

…an ad for a random wonder drug, like Humira

…or Otezla

…or finally, a staple of all TV today, life insurance for seniors that will help your family pay for those “final expenses.”

There’s a reason why live television programming — news, entertainment, and even sports — more and more appears to be programmed for the older generations. That is because TV networks, local stations, and yes, advertisers, know precisely who is watching. …

How a Sitcom Teaches a Valuable Management Lesson

The “Arthur Carlson” Rule and How the Famous WKRP in Cincinnati “Turkeys Away” Thanksgiving Episode Teaches a Management Lesson for the Ages

Image for post
Image for post
Photo by Jon Sailer on Unsplash

“As God is my witness, I thought turkeys could fly.”

— Arthur Carlson

There are just a handful of TV programs that have become cultural touchstones over the years, and most of those have to do with the holidays. From “It’s the Great Pumpkin, Charlie Brown” for Halloween and “Frosty the Snowman” and “Rudolph the Red-Nosed Reindeer” for Christmas, there are shows that just become a part of the holiday season, passed on from generation to generation.

There have been many, many holiday episodes made by situation comedies over the years. …

Twitter users ideas on what #ShouldBeInTheConstitution

The “wisdom of the crowd” provides insights on six specific constitutional changes that might be needed to fix American governance in the coming years

Image for post
Image for post
Photo by John Bakator on Unsplash

In a very good Harvard Business Review article just this summer, entitled “Fixing U.S. Politics,” political expert Katherine M. Gehl, coauthor of the recent book, The Politics Industry, and legendary business strategist Michael E. Porter concluded their piece in the following manner:

“There is no greater threat to American economic competitiveness and social progress — no greater threat to the combination of free-market economies and liberal democracies that has delivered more human advancements than any other system — than our passive acceptance of a failed political system.”

Many times not just over the past few weeks, but over the past few years, there have been serious questions raised about just how much of what we see today in the world of politics is being done and whether some of the actions — and even inactions — we see are actually constitutional. Many hours of cable news and many pages of legal and commentary journals have been filled debating such questions. …

The coronavirus has propelled online grocery shopping to reach new heights

A new report charts the rise of online grocery shopping in the wake of the COVID-19 pandemic. We explore what this means not just for grocery retailing, but for food marketing in general in the coming years.

Image of an empty grocery cart.
Image of an empty grocery cart.
Photo by Bruno Kelzer on Unsplash

Introduction: “Making Groceries”

No one who has been to New Orleans ever comes away not knowing that they have been to a very unique place. And we in this area, even those of us who are not native to it, know that one of the things that makes us so unique in American culture is the language. Indeed, there are some expressions that you hear in the New Orleans area that you would never hear in the rest of America.

Image for post
Image for post
Source: Urban Dictionary (

One of those uniquely New Orleans expressions is how we talk about grocery shopping. Whereas the rest of the country will talk about going to shop for groceries, in our area, it is quite common to hear people talk about “making groceries,” or needing to or going to “make groceries.” Now if you say this expression anywhere else in the United States, people will look at you strangely — one can’t make groceries! But in New Orleans, everyone knows what it means to “make groceries.” Literally, the expression comes from a translation — really, a mistranslation — between French and English, but it is just the way many people in the New Orleans area say that they needing to get their food from the store. …

In the wake of the COVID-19 pandemic, US shoppers are positive on brands that are conducive to the increasingly at-home lifestyle we are living today

Image for post
Image for post
Photo by BRUNO EMMANUELLE on Unsplash

Quick, look in your medicine cabinet, then look in the closet where you keep your cleaning supplies. How about looking in your kitchen pantry, and then in that secret place where you stash the chocolate? Finally, look at the menu on your smart TV. If you are an American consumer today, it is likely that almost every brand ranked among the brand's US shoppers trust the most are in one of those locations, all located inside the four walls of your house. Welcome to the very different world of marketing to consumers in the age of the coronavirus.

The research firm YouGov constantly polls people around the world for their perceptions of thousands of companies and brands. Recently, the company released its “Best Brand Rankings” for 2020. According to YouGov, the methodology for their branding index ranks brands based on six consumer perceptions: Impression, Quality, Value, Satisfaction, Recommend, and Reputation. The company then ranked the Top 10 American brands, as shown in Figure 1 below. …

A call for leaders to look beyond the surface to solve performance issues

While you may not like what you find, a great manager or coach must look beyond the obvious to find real solutions to what is happening in their organization

Image for post
Image for post
Photo by Chad Kirchoff on Unsplash

So, as a management professor and consultant, one of my “go to topics” is the fact that every football coach who wins a Super Bowl or a college football championship immediately writes a book! Well, the more correct way of saying it is that they might put together a string of their speeches or record 20 hours of their best “thoughts” and then have a real writer either be their coauthor in very small print or be their paid ghostwriter. This is a bet that if Vegas sportsbooks would let you wager on it, you would win each and every time! …

Academic writing on Medium

Here’s why Medium is fast becoming the first choice for academicians to publish their research and writing today

Image for post
Image for post
Photo by Dan Counsell on Unsplash


Those of us in academia often talk about alternative solutions. We can spend days, weeks, or months searching for alternative ways to solve a problem. And yet, as in life, oftentimes the obvious solution is right there in front of us — we just don’t see it.

Whatever your academic discipline might be, there tend to be rules of the road when it comes to publishing and presenting your work to a wider audience. Sometimes, these are more traditional norms rather than explicitly stated expectations. Norms in our business — about how and where to publish and what conferences to go to and present your work — often are transmitted almost linearly from your major professor in your doctoral program and/or other influential professors you have had in graduate school. The norms also come from those you work with at your institution, who in the spirit of collegiality are often those you research, write and publish with — at least early in your academic career before you become established. However, as many of us have experienced, there are oftentimes very explicit expectations when it comes to how to disseminate your work — i.e. the prescribed list of what are considered to be the A, B, and C journals and conferences for faculty to target. …

A new survey ranking countries like we rank football teams, movies, and pies today shows a concerning trend on American’s views of the world. What this means for international business and trade.

Image for post
Image for post
Photo by Sebastiano Piazzi on Unsplash


Quick. What’s your favorite country? If you said the United States, you would be among the vast majority of Americans (78%) who named their home country as their fave in a recent survey. Now if you think, “Well, doesn’t everyone think their country is the best?” — well, you would be mistaken. …

Advice to Students on End of the Semester “Issues”

Professors weigh in on the question of how to handle the “last chance” emails in a college class and provide insights on how to address such concerns

Image for post
Image for post
Photo by Matthew Waring on Unsplash

Overview: Is There a Chance?

The last chance. It is the stuff of legends. In fact, one of the best examples culturally of this mindset comes from the movie, Dumb and Dumber: “So you’re telling me there’s a chance…

And yes, in college, there is always hope — or at least there seems to be — on the part of students….

Hope is, after all, why students go to college. Yes, some students do go to college for the love of learning. But, the reality of college today is that it serves as a pathway — a pathway to a degree, to a job, to a career, and yes, to a better life. “We” — meaning the higher education industry — effectively “sell” college this way when we talk about “student success” and proudly tout metrics like our job placements and starting salaries when we market our institutions. And an unintentional consequence — but one that is entirely predictable and — to some degree — a quite understandable ramification of universities painting a college degree as a series of classes (read as “obstacles”) that must be passed in order to reach the promised land (i.e. …


David Wyld

David Wyld ( is a Professor of Strategic Management at Southeastern Louisiana University. He is a noted business consultant and writer.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store