Expert on Intrapreneurship; Former Head of Public Relations, Communications, and Corporate Reputation at Microsoft Canada
Chitra Anand is an influence and social marketer who is currently completing a PhD focused on the study of intrapreneurship. Her research examines the traits of intrapreneurs, how they navigate organizations, and why they are the key drivers of innovation. She also studies shifts in technology, and how the way we communicate has created a massive change in consumer behaviour: the power has transferred from the business to the consumer, and marketers need a whole new perspective on content creation and storytelling.
Anand has an MBA from The Kellogg School of Management and is currently pursuing her PhD at Bradford University in the UK. She has taught several business courses at both Seneca and Humber College in Toronto in their post graduate business programs. Her work has been featured in several publications and newspapers, such as The Globe and Mail, Canadian Government Executive, The Huffington Post, Marketing Magazine and on the CBC.
The Greenhouse Effect: How Intrapreneurs Are Changing the Face of Innovation
What is an intrapreneur? An intrapreneur is an entrepreneur within a large, complex organization: a startup within a company. These people spur innovation, creative thinking, and new ideas, driven by passion and genuine love for their work. But how to you identify these people within your company, and encourage their good work? Chitra Anand is a lifelong intrapreneur and top researcher in the field. In this talk, she breaks down the traits of an intrapreneur—fearless; agile; “greenhouse” thinkers who sprout and germinate ideas, plans, and execution strategies; and can easily navigate an organization—and how to find and mine talent within your company. She explains how to bridge the gap in organizations that are set up against intrapreneurship. And, she provides practical takeaways for your company, focusing on deliberate innovation that rapidly responds to market trends. In today’s global market, consumers are more empowered than ever. Intrapreneurs know how to meet consumer demand quickly, and ensure your company doesn’t get left behind.
The Future of Marketing: Trends, Technology, and Consumer Behaviour
How has technology changed the way we buy? What are the prospects for retail stores? How can we reach increasingly challenging markets? In this comprehensive talk, Chitra Anand looks at the future of marketing. The old school methods of print advertising and general campaigns are no longer sustainable. The surge of information and the digital space has given rise to new mediums of communication. We are interacting differently; we are referral-based buyers; we have greater access to information and influencers; and the power has shifted from businesses to consumers. What is the impact of this, how do we make sense of it in a meaningful way? What trends can we predict and how will this impact the role of marketers? Anand lays it all out and provides hands-on, feasible solutions for this next gen of sales and marketing.
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