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Research & Publications
L21 engages in original research and analysis of key senior level issues in business.
Our periodical publication, Worth Noting, is the widely read management publication of L21. Designed to be highly readable, concise and focused, Worth Noting looks at higher level issues of relevance to senior managers. The publication addresses issues such as management strategy, macro and micro-economic trends and developments, and the impact of economic conditions and markets on business. CEOs, MDs and many other senior executives across Australia and the region subscribe to the publication.
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Publications Archive
2008
2007
2006
2005
2004
2003
2002
2001
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Worth Noting Volume IV Issue XV
15 Dec 04
In February 2003, we made a few predictions about the consequences of military action prior to the war in Iraq. It has been almost two years since that Worth Noting edition and we thought it would be interesting to look back in light of subsequent events to see how our predictions stack up.
[more]
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Worth Noting Volume IV Issue XIV
16 Nov 04
What are the top Australian and global CEO's thinking about where their company is heading over the next three years? In this edition of Worth Noting, we look at the priorities and goals that CEOs state are paramount for them. We find that Australian CEOs are quite a bit more optimistic than their global counterparts who are cautiously optimistic but still wary of what they see as problems that still exist beyond their control.
[more]
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Worth Noting Volume IV Issue XIII
10 Oct 04
Eighteen months ago, we considered global marketing spending trends that seem to be heading downward and asked whether lower spending on marketing pointed to signs of businesses struggling. The conclusion we came up with then was that the shift in traditional marketing expenditure was not cyclical but permanent.
We were seeing signs that marketing executives were put under pressure to instill discipline in their strategies meaning a more targeted approach to who we market to and how we do it. Indiscriminate, high spend marketing had become less appropriate.
Eighteen months on, we will reexamine trends in marketing expenditure and draw conclusions about what is happening in the global marketing world.
[more]
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Worth Noting Volume IV Issue XII
15 Sep 04
On October 2, 2001, weeks after the 9/11 attacks, Charlotte Beers was appointed as Undersecretary of State for Public Affairs and Public Diplomacy. Her role was to 'brand' U.S. foreign policy to especially Muslim and Arab peoples across the world. What is worth noting about this is that Beers had absolutely no experience at all in international affairs. In fact, Beers was a career executive who had led leading advertising agencies Oglivy & Mather and J. Walter Thompson. Known as the 'Steel Magnolia', Beers’ campaigns had persuaded Americans to eat Uncle Ben's rice and use Head and Shoulders shampoo. Now she faced the monumental task of 'branding' U.S. foreign policy to Arabs and Muslims - perhaps the hardest sell one could imagine.
The mandate to run a 'brand campaign' for foreign policy was controversial enough. To appoint someone who was a career advertising executive created a massive furor.
Beers resigned in 2003. In this edition of Worth Noting, we will look at what the U.S. State Department wanted Beers to do, look at what Beers did do, and give some comment on whether it is possible to use consumer 'branding techniques' to 'brand' foreign policy, let alone U.S. foreign policy to the Arab and Muslim world.
[more]
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Worth Noting Volume IV Issue XI
16 Aug 04
The Olympics are imminent. But who are the great Olympic nations? The last Games in Sydney by virtue of medals won say the U.S., Russia and China. But we say Australia, Cuba and Russia. Why? How? The number of medals won is only part of the equation. The U.S., Russia and China might have won the most medals but Australia, Cuba and Russia comes out ahead as greater 'Olympic sporting nations' when you take into account other factors such as populations, economics and standards of living.
In this edition of Worth Noting, we use our own formula using not just medal tallies but also economic and social data and take a (light-hearted) look at what we believe should be one way of measuring the performance of countries at the Games.
[more]
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Worth Noting Volume IV Issue X
23 Jul 04
Imagining Australia: Ideas for our Future (Allen & Unwin, 2004) is written by four young Australian recent Harvard graduates. Designed to be a book that presents a series of ideas and arguments to base future Australian policy from the economy to foreign affairs to Australian identity, Imagining Australia was official launched in Sydney last week.
It has been brought to out attention that a couple of the authors of Imagining Australia are current subscribers to the L21 Worth Noting periodical and for this edition, we thought it might be interesting to offer a survey of one chapter of the book on 'Sustaining Growth and Prosperity'.
[more]
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Worth Noting Volume IV Issue IX
14 Jun 04
High petrol prices at the pump seem to engender more consumer outrage than perhaps any other product. In this edition of Worth Noting, we want to examine a few facts about petrol pump prices:
1. How do Australian prices compare internationally?
2. How do Australian price fluctuations compare internationally?
[more]
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Worth Noting Volume IV Issue VIII
15 May 04
The legitimate music industry argues that piracy is the greatest threat to not only the music industry but to musicians and the development of local talent. Many consumers will argue that record companies have for years been complacent, greedy and arrogant and pirated music is simply justified payback against the industry.
In this edition of Worth Noting, we look at the facts about piracy and what this might mean for the music industry in particularly developed markets.
[more]
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Worth Noting Volume IV Issue VII
21 Apr 04
The global airline industry has been in trouble for a long time. In this edition, we look at the situation in the industry and the future ahead. We will see that even though terrorism and other stand alone events can account for some of these difficulties, the root causes stem from problems that are chronic within the airlines industry.
[more]
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Worth Noting Volume IV Issue VI
30 Mar 04
In the second instalment on insights ahead for the energy industry we look at the future of nuclear power. We look at why the future for nuclear power industry looks difficult and the industry is at a crossroad.
[more]
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Displaying 2004 publications, 1
to 10 of 15
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