Key Questions
How well is a company prepared in regard to strategic fields like digitalization, data protection, CSR or agility? In times of disruptive...
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Brand identities that go beyond just high-gloss images
Large sums of money are invested in image campaigns to give a brand a unique, unmistakable image. But what happens when the...
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Brand as the missing link in customer satisfaction
Integration of market dimensions in customer satisfaction analyses as the key to long-term and successful brand management. In many instances customer satisfaction...
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Stakeholder perspectives
A plea for the use of qualitative methods, including with long-established studies. Even with long-term, successful quantitative monitoring a qualitative study can...
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“Aldi today, Armani tomorrow”
What to do in competitive markets with numerous customers willing to switch? With typology that permits individual customer classification it becomes possible to...
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