Kedge Insights Breakfasts: Marketing
The theme is “Managing Customer Equity” and the event aims at enabling knowledge transfer between marketing academics and managers in the broad retail and service industry.
On this occasion, four world-known researchers from Kedge Business School and Aston Business School (UK) will present cutting-edge research findings in the field of marketing performance measurement, value co-creation, frontline employee management, and luxury branding.
This is a good, interactive opportunity for managers to explore innovations that have substantial impact on customers equity.
KEDGE Business School’s Marketing center of excellence is delighted to invite you to its next Business Breakfast about,
Managing Customer Equity on November 24th from 8.30 to 10.30 am
in Paris, Café de la Paix, 9ème
We have invited four world-known researchers from Kedge Business School and Aston Business School who will present cutting-edge research findings in the field of marketing performance measurement, value co-creation, frontline employee management, and luxury branding.
Dr. Boris Bartikowski, Professor of Marketing, Director, Marketing Center of Excellence, Kedge Business School, France
“It’s inspiring customers, not just satisfying them!”
Customer satisfaction and loyalty have been used as KPI for a long time. This is surprising as research shows time and time again that they are rather poor predictors of relevant business outcomes. This presentation will introduce a new KPI, Customer Inspiration. We will report a series of empirical studies that show how customer inspiration can be measured and enhanced. We will further demonstrate how inspiration relates to purchase behaviour and long-term business success.
Dr. Heiner Evanschitzky,Professor of Marketing, Director, Aston Centre for Retail Insights (ACRI), Aston Business School, UK
"Transforming customers into brand volunteers"
Brands may generate strong attachment in loyal customers. Some of these customers may be willing to contribute their energy, time, creativity, and sometimes even work for the brand. Brand volunteers are born. But, how can a company discover potential brand volunteers among its customers? Our research shows that by leveraging on models of volunteer work, marketing managers can effectively stimulate reciprocally positive collaboration and co-creation with customers.
Dr. Stefano Pace, Professor of Marketing, KEDGE Business School
“Driving Performance by Optimising Staff Autonomy”
Autonomy in the workplace, the freedom employees are given to decide on how to work, is a key driver of job satisfaction, performance, and an effective delivery of the brand promise. Our empirical research illustrates how companies make use of autonomy across branch networks in different working areas and different retail and service contexts, and when autonomy-enhancing measures are particularly effective in enhancing firm performance.
Dr. Christof Backhaus, Professor of Marketing, Director, Aston Centre for Retail Insights (ACRI), Aston Business School, UK
“Selling a fantasy of France in luxury”
Foreign luxury customers make up an ever-increasing part of the luxury market in France, yet, little is known about how to systematically attract those customers. Based on an in-depth study, we show how to best sell French luxury brands by carefully designing a particular image of France, an image that is partly true, partly idealistic and fantastical, and corresponds to the image foreign consumers want to have of French luxury.
Dr. Jonas Holmqvist, Professor of Marketing, KEDGE Business School