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Executive Insight Interview: David Hood, Edinburgh Institute

How might Scottish businesses survive and thrive in the era of Covid-19?

Our ‘Executive Insight Interview’ series engages Scotland’s business leaders to share their expertise on the key challenges facing the nation’s entrepreneurs.

In this first of the series we asked David Hood, Founder of the Edinburgh Institute, to explore ‘Marketing to the World in the Era of Coronavirus’ – How might Scottish businesses survive and thrive in the era of Covid-19?

As a seasoned marketing guru David acknowledges the massive challenge it presents but explains how it is also an opportunity, an opportunity to wholeheartedly examine our business models to reflect upon how value is delivered to clients, and to enhance that model.

There is opportunity to accelerate existing digital transformation efforts and furthermore, to entirely reinvent how the business engages with its prospects and customers.

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