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Marketing & Consumers
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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: 21st Century Leaders: Driving Success Amid Intense Disruption Chief Wellbeing Officer: Learning to Live Take Back Control: Sherilyn Williams Casiano on providing

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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

Selling Illusory Joy: Emotions, Big Data and the Coming Retail Renaissance

May 22, 2015 • STRATEGY & MANAGEMENT, TECHNOLOGY, Marketing & Consumers, Digital Transformation, Surdak on TechnologyComments (2)

By Christopher Surdak and Ed King Today the world is awash in massive amounts of context-rich data. Whether it’s GPS position information, social media posts, emails, digital audio or video, – even bio-sensor gathered data – customers are

Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige

January 19, 2015 • STRATEGY & MANAGEMENT, Global Business, Marketing & Consumers, Editors' Pick, Strategic SpotlightComments (0)

By Klaus Heine and Francine Espinoza Petersen Luxury brands have spent decades, and sometimes centuries, cultivating the perfect mix of authenticity and prestige to remain successful among their peers. Below Klaus Heine and Francine Espinoza Petersen analyse

“I Can’t Help You:” The Dangers of Employees Disablement in the Social/Media Era

January 19, 2015 • STRATEGY & MANAGEMENT, TECHNOLOGY, Global Business, Marketing & Consumers, Digital Transformation, Social Media, Surdak on TechnologyComments (0)

By Christopher Surdak The quality of customer service has been steadily declining in recent years, but now that increasing digitisation has shifted more power to the consumer. Christopher Surdak demonstrates that bad service can, and will, become detrimental