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

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...

Successful Digital Transformation Starts with the Customer

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...

Creative Strategy and the Business of Design

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...

Personal Branding As Affective Regime

By Lionel Wee and Ann Brooks  This article critiques the idea of personal branding – from pointing out how it is currently popularised and relied...

Managing Customer Satisfaction Better

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...

Franziska Gsell, CMO, IWC Schaffhausen

We women should not take such gender biases too seriously and put limitations on our career choices and ourselves. Franziska Gsell majored in Business Administation...

Why You Need to Localise Now

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...

Internationalisation in Online Retailing

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...

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

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...

Mobile Customer App Engagement Pays Off

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...
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