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The New Normal in Marketing
Digital transition, ecological transition, smart working, and smart living are the key elements of the return to the post-pandemic normal. Having success in markets that change so radically and rapidly is not a challenge of little account for the Chief Marketing Officers and Marketing Managers of today. It is necessary to make a significant contribution for a responsible approach to the market and ...
Ten Areas of Action to Redesign the Sales Function
The Covid-19 era has imposed deep transformations on sales organizations, and above all, required them to answer the question of how to manage the recovery in a new normal . A study by the Commercial Excellence Lab at SDA Bocconi has identified the ten areas of action for sales organizations in the post-pandemic future: process redesign, data-driven approach, new customer segmentations, redefinition ...
The New Logics and Growth Trajectories of Powered Advertising
The communicative potential offered by new technologies has profoundly modified the marketing tools in the hands of advertisers. “Powered advertising” indicates a new model of advertising based on new digital technologies and data. “Powered advertising” offers significant advantages with respect to traditional advertising strategies, as it offers a means of advertising that is measurable and ...
Market Decisions in Phases of Uncertainty: The Case of the Metaverse
In 2015, amidst technological and market uncertainty, Samsung decided to exit the OLED TV market, leaving the field entirely to its competitor LG. Five years later, LG's OLED division began generating profits, and Samsung lost the premium market segment for the years to come (though they have been catching up with a new OLED solution since 2022). In a similar scenario of uncertainty, in 1999, the ...
Authenticity Generates Uniqueness, Trust, and Loyalty
A brand is authentic when different stakeholders (employees, shareholders, customers, suppliers, etc.) feel that there is an alignment between declared values and objectives and concrete actions, inside the company and on the market. A strong, differentiated company culture contributes to a strong, differentiated brand, driven by the same purpose and values (Yohn, 2017). The brand is therefore ...
Personalizing the Product, but with Moderation
Traditionally, for the high-end consumer, the value of a product typically stems from its high price and limited accessibility, including in terms of distribution, generally accompanied by superior quality and a legitimacy often deeply rooted in the brand's heritage, that is, its history, that is extraordinarily important to confer desirability to the goods or services and boost the self-esteem of ...
Between Myth and Reality. In-store Brand Equity in Times of Crisis
What objectives does brand industry visual merchandising set in Large-Scale Retail stores, and what is its scope of action? Which companies primarily focus on maximizing space productivity with a more efficiency-driven approach, and which ones interpret the retail store in a more value-oriented way, concentrating on communication and brand identity consolidation? Is there still a clear distinction ...
Business Marketing in the Era of Generative AI
Between feared risks and hoped-for opportunities, the applications of GAI are rapidly impacting management disciplines, particularly Business Marketing. Human interaction is still very much present in this field, which on the one hand, limits potentially more threatening aspects, and on the other, allows for the optimal exploitation of the advantages of new technologies.
Beyond Victory: Fan Engagement Between Identity and Community
On May 15, 2020, during the initial phase of the COVID-19 pandemic, the Bundesliga, one of the major European football leagues, officially resumed play with new protocols, new rules, and, above all, empty stadiums. Following the Bundesliga, with different methods and timelines, all major sports leagues worldwide decided to restart initially without spectators and then gradually reopened to reach 100 ...
The Boom of Sex Toys (Thanks to E-commerce)
1969. The year the first sex shop opened in Italy. Since then the number of such stores has grown, especially in the 1980s and ’90s. Today the approximately 500 “physical” stores present in Italy[1] must deal with the opening of an increasing number of stores present exclusively online. This is a trend taking place throughout Europe: for example, the Beate Uhse company, that had a chain of franchises ...