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Building AI Driven Marketing Capabilities Understand Customer Needs and Deliver Value Through AI
This book provides insight into technologies that offer competitive advantage in marketing. These technologies can help us with describing and...
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Transformative Marketing Combining New Age Technologies and Human Insights
This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate...
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Value Co-Creation Processes in Circular Firms Beyond Organizational Boundaries
This book investigates value co-creation processes within the context of circular entrepreneurship. By rooting the book in value co-creation theory,...
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Infrastructure, Impulsivity, and Waste. Exploring the (Un)sustainable Routines of Mainstream Food Shoppers
Significant research attention has been given to the role of alternative/short food chains in addressing food consumption sustainability challenges....
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From Grassroots to Platforms: How Digitalisation Reconfigures Learning and Engagement with Food
Within the growing body of research on alternative food networks (AFNs), recent studies have begun to address the role of digitalisation in...
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Emotion-Driven Innovation: The Process
This chapter presents the final version of Emotion-Driven Innovation, defined as “a methodology aimed to envision emotion-focused new product ideas”...
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The Challenges of Generating Emotion-Focused Product Idea
Nowadays, it is widely recognised that the term ‘innovation’ not only concerns the development of new technologies, but also emphasises the...
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Process Development: Testing the E-DI in Academic Environments
Process development is Phase 3 of the process research methodology (Platts, International Journal of Operations & Production Management, 4–17, 13,...
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Driving the Digital and Sustainable Transition Through Law: Assessing the Food Consumer’s Legal Toolkit
With the Farm to Fork Strategy on the one hand and the Digital Services Act package on the other, the European Union is in the process of drafting a...
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Geschlecht und soziale Beziehungen des Konsums
Forscher sind zunehmend daran interessiert, die Art und Weise zu erforschen, wie bestimmten Konsumverhaltensweisen geschlechtsspezifische Bedeutungen...
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Consumer Behavior During a Brand Crisis
The landscape of consumer behaviorconsumer behavior has grown more complex in an age marked by connectivity and quick information dissemination,...
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Emotional Marketing
One undeniable fact stands out in the dynamic world of contemporary marketing: people do not just make logical decisions based solely on logic....
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Advertising
Apply the Elaboration Likelihood Model (ELM) to assess and design persuasive advertising campaigns that consider central and peripheral routes to...
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Sustainable Consumer Decision-Making
The landscape of consumer behaviorconsumer behavior is changing drastically in a time marked by unheard-of environmental problems and increased...
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Cross-Cultural Consumer Behavior
The boundaries of geography no longer apply to the business world in today’s globalized economy. A thorough understanding of cross-cultural consumer...
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Konsum, Lebensstile und Geschmack
Was Menschen „sind“ und was Menschen „tun“, kann nicht länger durch eine einfache Eins-zu-Eins-Übereinstimmung konzeptualisiert werden. Das Konzept...
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What is Information History and How Do We Study It?
Information history is still an emerging field, and there are many open questions about its extent, its content, and its methods. This chapter draws...
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Brand: “What Do You Think of Me?”
This chapter discusses how firms can create and manage customer brand value, which is a part of the CEV framework. Accordingly, this chapter offers...
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How Much Are Your Customers Worth?
This chapter discusses the concept of customer lifetime value (CLV) that can help firms align the net present value (NPV) of the monetary...