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Marketing & Consumers
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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. Additionally, the authors discuss three important guides for those who are keen to …

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Managing Customer Satisfaction Better

May 26, 2016 • STRATEGY & MANAGEMENT, SPECIAL FEATURES, MBA & Executive Education, 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: Enhancing value through customer centric supply chain Tailoring

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: Tailoring the Strategy Function for Success Sound Business:

Internationalisation in Online Retailing

March 15, 2016 • STRATEGY & MANAGEMENT, TECHNOLOGY, Global Business, Marketing & Consumers, Business Mobility & E-Commerce, Strategic SpotlightComments (1)

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

Soothe Your Senses: A Multisensory Approach to Customer Experience Management and Value Creation in Luxury Tourism

January 20, 2016 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, Editors' PickComments (2)

By Klaus-Peter Wiedmann, Franziska Labenz, Janina Haase and Nadine Hennigs A growing trend in luxury tourism is the consumer’s desire for highest levels of customer service and full range travel experiences that combine first class transport, excellent

Mobile Customer App Engagement Pays Off

November 20, 2015 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Business Mobility & E-Commerce, Digital Transformation, Internet of Things, Social MediaComments (2)

By Peter Weill and Stephanie L. Woerner The popularity of the smartphone has exploded, and continues to do so. The ever-growing usage of the latest mobile technology across all demographics provides businesses in any type of industry with unique opportunities

It Pays to be Nice

November 1, 2015 • STRATEGY & MANAGEMENT, Marketing & Consumers, CommentaryComments (1)

From the Editors Ryanair’s 32% jump in their first-half year profits for this year is said to be down to Ryanair being nice to its customers say, Michael O’Leary, the CEO of the budget airline. Michael O’Leary now claims that “If I had known being

Solving Marketing’s Inventory Crisis

September 17, 2015 • STRATEGY & MANAGEMENT, OPERATION, Global Business, Marketing & Consumers, Business Process, Delivering Innovation - Accenture ResearchComments (0)

By Paul F. Nunes and Joshua Bellin Just-in-time manufacturing was adopted shortly after World War II to save companies from drowning in excess inventory as they attempted to capture the benefits of scale while serving too few customers. Marketing

Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers

July 20, 2015 • STRATEGY & MANAGEMENT, Marketing & ConsumersComments (0)

By Steffen Schmidt, Frank Buckler, Nadine Hennigs, Matthias Rothensee, Levke Albertsen A sophisticated Brand Insights 4.0 approach incorporating all elements of the analytical power of the stages 1.0 and 3.0 has the capability to improve the management