Increasingly seizing the opportunities digitalisation offers, physical retail agglomerations such as city centres, shopping centres and High Streets draw on digital applications to elevate customer experiences. From a marketing perspective, the challenge lies in finding and implementing those...

Social Entrepreneurship Organizations (SEOs) aim to solve social, environmental or societal problems even as they strive to work profitably. The achievement of the social mission also requires economic viability and differentiation from the competition. Acting in contested markets, SEOs must,...

Markenführung benötigt ein aussagefähiges Markencontrolling. Dabei ist aber eine Fokussierung auf einzelne KPIs nicht ausreichend, da diese Vorgehensweise den holistischen Charakter der Markenführung vernachlässigt. Der Beitrag skizziert mit dem Marken-Audit einen holistischen Ansatz. Dabei...

Following an intense literature research, and including results from a qualitative study with 24 graduate and post-graduate students from 14 different universities, this paper systematically discusses the topic of student empowerment within the context of higher education. The underlying...

Combinations of art and products are a classic and current topic. Examples like the collaboration of the Medici with artists in the Renaissance or the logo development of Chupa Chups by Salvador Dali are historical examples. The BMW art cars by Jeff Koons and Cao Fei or the art-based special...