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Marketing & Consumers
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How to Stand Out Online

December 7, 2016 • TECHNOLOGY, Marketing & Consumers, Social MediaComments (1)

By Dorie Clark Adapted from Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It (Portfolio/Penguin 2015), this article discusses how networking and business development and professional development can all be efficiently done online.   Building your brand online is one of the best investments you can make because, in a …

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A New Model for the Future of Customer Relationships

December 1, 2016 • STRATEGY & MANAGEMENT, Marketing & Consumers, Editors' PickComments (0)

 By Yoram (Jerry) Wind and Catharine Hays, with Alexa de los Reyes The fundamental relationships among brands, media, and people are being transformed at an unprecedented rate, necessitating a new definition of customer relationships. This article offers

And They Lived Happily Ever After – The Value of Storytelling in Consumer-Brand Interaction

November 28, 2016 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Klaus-Peter Wiedmann, Evmorfia Karampournioti and Nadine Hennigs Storytelling has become an essential element of the business environment to deliver information, manage conflicts, support team building processes, and create emotional bonds with a

Successful Digital Transformation Starts with the Customer

September 23, 2016 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (1)

By Joerg Niessing  Running a business in this digital era is truly challenging. And in light of this, Joerg Niessing shares the three chief takeaways for digital players about Telenor Banka’s story and importantly, discusses that customer experience should

Creative Strategy and the Business of Design

September 22, 2016 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (1)

By Douglas Davis Creatives get various demands and design requests from clients, but there’s this exact same request hidden in all of it: “Solve my problem.” In this article, Douglas Davis explains the need to explore the words behind the pictures and

Personal Branding As Affective Regime

September 21, 2016 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Lionel Wee and Ann Brooks  This article critiques the idea of personal branding – from pointing out how it is currently popularised and relied on the mythical notion of “true self” to being regarded as an effort for an affective regime.

Managing Customer Satisfaction Better

May 26, 2016 • STRATEGY & MANAGEMENT, SPECIAL FEATURES, Marketing & Consumers, Editors' Pick, Strategic SpotlightComments (0)

By Johannes Habel Many companies draw the wrong conclusions from their customer surveys. There is a simple method that can provide a remedy, leading to better decisions.   You might also like: What Leaders Can Learn from Both Clinton and Trump The surprising

Franziska Gsell, CMO, IWC Schaffhausen

April 16, 2016 • Women in Leadership, Marketing & Consumers, Female Leadership In Our TimeComments (0)

  Click here to download your free copy of the Female Leadership in Our Time   ON GENDER AND CAREER CHOICE I don’t think that gender was in any way a disadvantage for me when it came to choosing my profession. I had always wanted to be in

Why You Need to Localise Now

March 25, 2016 • STRATEGY & MANAGEMENT, Global Business, Marketing & ConsumersComments (0)

By Christina Comben If you do business on a global scale, with multilingual and multicultural clients, you should be localising your marketing message to your target audience. You might also like: How to Stand Out Online Organisational Identity as the

Internationalisation in Online Retailing

March 15, 2016 • STRATEGY & MANAGEMENT, TECHNOLOGY, Global Business, Marketing & Consumers, Business Mobility & E-Commerce, Strategic SpotlightComments (0)

By Moritz Hahn and Niccolò Pisani Online retailing is clearly on the rise. In this article the authors offer a snapshot of the current status of online retailing and provide insights on how differences between countries play a fundamental role in shaping