Die Markenpraxis leidet unter Hyperwettbewerb, hohen Marketingkosten und geringen Wirkungsgraden. Inga Ellen Kastens und Peter G. C. Lux setzen mit dem „Aushandlungs-Paradigma“ den überfälligen Perspektivenwechsel im Markendenken um. Sie belegen, dass die Bedeutungen einer Marke nicht...

Konsumenten werden täglich mit Slogans konfrontiert: im TV, im Radio, in Online- und Printmedien. Slogans gelangen so über unterschiedliche Verarbeitungswege in das Gedächtnis der Konsumenten. Basierend auf einem psycholinguistischen Theoriefundament untersucht Philipp Brune den Einfluss der...

This book proposes that organizational policies are what ensure the institutionalization and sustainability of futures thinking in organizations. It presents several case studies from corporations and other institutions that describe effective use of foresight methods and internal policies to...

1. Background and the necessity to build a Digital Business Leadership -- 2. Eight areas of action to build a Digital Business Leadership -- 3. Change management - shaping change successfully -- 4. Best Practices in building a Digital Business Leadership -- 5. Beginning is the most difficult -...

Introduction -- Stories in Organizations -- The "Storytelling" Method -- Areas of Application -- Evaluation and Efficacy of Storytelling -- The Storytelling Procedure -- Learning Histories - Application Forms in Scientific and Educational Projects: An Internview with Prof. Rik Peters, University...

Chapter 1: Get into the Entrepreneurial Mindset -- Part 1: Five Lessons from Lean Startup Thinking -- Chapter 2: Start with the Customer in Mind -- Chapter 3: Define and Communicate Mission and Vision -- Chapter 4: Synthesize an Integrative Operating Model -- Chapter 5: Identify Metrics that...

Economic Factor Innovations -- Business Transformation -- Strategy and Positioning -- Processes and Roles -- Organizational Structures -- Personnel and Abilities -- Systems and Tools -- Corporate Governance and Control of Innovation Process.

1. Introduction: Make Sense of Innovation -- 2. Build a Shared Strategic Vision of Innovation -- 3. Manage Entrepreneurial Ecosystems -- 4. Identify Attractive Innovation Opportunities -- 5. Develop a Balanced Portfolio of Business Models -- 6. Nimble Execution: Fail Fast and Win Big -- 7....

Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished...