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IMC-HSG research helps firm overcome protectionism


Our blog features the latest marketing insights and developments from our research, company exchange programs and teaching.
Behavioral Branding Research

An article by Theo Lieven published in the journal “Frontiers in Psychology” talks about the connection between employee personality and brand strength.

IMC-HSG research helps firm overcome protectionism

To overcome protectionism, firms need not to hide their origin but should actively use tailored marketing programs.

Monitor: Direct-to-Consumer Strategies in Switzerland

Together with Promarca, we surveyed the status quo of direct-to-consumer (D2C) strategies in Switzerland. Learn more about the results.

The Blockchain's Impact on Digital Marketing Plattforms

This article explores the impact of blockchain on the platform economy and whether there are relevant blockchain applications with product/market fit.

The Art of War and Sales

What can sales managers learn from “The Art of War” by Sun Tzu? Find out in our article, published in the Marketing Review St.Gallen.

Monitor: Marketing and Customer Contact in the Age of Corona

In the current Monitor Marketing and Customer Contact in the Corona Age, companies and interested parties will find a comprehensive compilation of the many impacts caused by Covid-19 on the retail sector, as well as recommendations for action and approaches for a recovery strategy.

Monitor: Direct Business in Times of Social Distancing & Lockdown

The COVID19 crisis led to the closure of brick-and-mortar shops such as restaurants and bars. Many of these companies are therefore pursuing the option of direct business through, for example, home delivery or takeaway.

Reader's Digest Study: Trusted Brands

The multiplication of communication channels through social media have increased the demands on brand managers. The nationwide 19th Reader’s Digest study “Trusted Brands” shows which brands have done the best and enjoy the highest level of trust among consumers (with some guiding thoughts by Sven Reinecke).

Study: Cashierless Stores

Cashierless stores are springing up all over the world. They range from mature, established concepts like Amazon Go to pilot projects like Saturn Express or Avec Box. In this study, the different concepts were examined.

Monitor: Service Landscape of the Platform Economy

The team led by Prof. Dr. Marcus Schögel examined the service spectrum of the Swiss platform landscape from the producer’s point of view.