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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
email in the brand communication of luxury goods. Referring to the model of intereffication it is stated that journalism and … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand … opportunities regarding the creation of luxury brand worlds. …
Persistent link: https://www.econbiz.de/10010420965
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Markenfokussierte Distributionssysteme in Non-Food-Konsumgüterbranchen: Strukturmerkmale, Typisierungsansatz und Steuerungsproblematik
Turban, Manfred - 2009
Markenfokussierte vertikale Distributionssysteme wie bei Esprit, S.Oliver oder Swarovski basieren auf einem integrierten Markenauftritt, einer vertikalen Wertschöpfungskette und multiplen Distributionsformen unterschiedlicher Vielfalt. Diese drei Kernelemente sind im Distributionssystem...
Persistent link: https://www.econbiz.de/10010266117
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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56
their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …
Persistent link: https://www.econbiz.de/10010352742
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Social Media im Recruiting
Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12
Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...
Persistent link: https://www.econbiz.de/10010420382
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …
Persistent link: https://www.econbiz.de/10010420967
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Coping with alternatives in sales organisations: Experiences from an Italian company
Perna, Andrea; Cardinali, Silvio; Gregori, Gian Luca - In: jbm - Journal of Business Market Management 6 (2013) 3, pp. 107-122
This paper analyses the relevant aspects of the transition that must be addressed when companies operating in mature markets change from one sales structure to another. In our specific research context, we try to shed light on the transition between one sales configuration based on...
Persistent link: https://www.econbiz.de/10010326680
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Digital Distribution as an E‑commerce Sales Channel
Skurpel, Dagmara - In: Comparative Economic Research. Central and Eastern Europe 25 (2022) 1, pp. 95-107
In a matter of decades, digital technologies have transformed the way we communicate with others, conduct business, produce goods and services, as well as the way we live, work, and spend our spare time. These, often rapid, developments hold a lot of promise for the future, in terms of wealth...
Persistent link: https://www.econbiz.de/10014516376
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Integrated framework for managing sustainable supply chain practices
Kucht Campos, Juliana - 2015
The pressure on companies towards sustainable development is changing the way they are dealing with their supply chain network. Practices are not limited to the company level. They are involving suppliers, customers, government, society and other stakeholders that impact and are impacted by the...
Persistent link: https://www.econbiz.de/10014433931
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A methodology for planning sustainable supply chain initiatives
Kucht Campos, Juliana - 2016
This publication presents a methodology for planning sustainable supply chain initiatives, consisting of three scopes, each with its appropriate mechanism and background theory. The first one 'Acting In' structures organizational practices in a 'Framework for Managing Sustainable Supply Chain...
Persistent link: https://www.econbiz.de/10014433941
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Designing EU Supply Chain Regulation
Felbermayr, Gabriel; Friesenbichler, Klaus S.; … - In: Intereconomics 59 (2024) 1, pp. 28-34
The EU Directive on Corporate Sustainable Due Diligence has sparked fierce debate about the regulation of supply chains. The directive's objectives are aligned with European values. However, it raises concerns that the compliance costs of social and environmental regulations may be privatised in...
Persistent link: https://www.econbiz.de/10014485130