Seminar: Academic Insight IIII

Deltag i vores seminarrække og få inspiration til den nyeste forskning, inden for højaktuelle marketings- og salgs områder.

Dansk Markedsføring og CBS er gået sammen om at gennemføre en seminarrække, hvor nogle af de mest interessante europæiske marketing forskere leverer cutting edge viden, der vil give dig et forspring til at forstå de mekanismer der kommer til at påvirke marketing og salg i fremtiden. Alle foredragsholdere er tilknyttet CBS som Associated Professorer og publicerer og underviser på det højeste akademiske niveau.

Der er fokus på formidling af ny forskning inden for et bredt felt af områder, med fokus på globale analysebaserede indsigter, praktiske cases, databaseret dokumentation og empirisk forskning.

Bliv inspireret:
– Relevante forskningsanalyser og indsigter inden for salg og marketing
– Hvilke marketingsemner og områder er der fokus på i den akademiske verden?
– Global inspiration – få inputs fra marketingsforskere fra Tyrkiet, Finland, Holland, Tyskland, England, Canada, Australien og Schweiz

Seminarerne afvikles som gå-hjem-møder hos Dansk Markedsføring, med 2 indlæg pr. gang af ca. 45 minutter. Efterfølgende er der mulighed for netværk og forfriskninger.

23. september:
Engaging with the Circular Economy: A Service Marketing Perspective
Ad de Jong will present the concept of circular economy from a marketing perspective. He will talk about how companies and customers can co-create value by applying the circular economic principles. He will discuss the different principles of the circular economy (value retention, value regeneration) and how these can applied at different levels (employee-customer encounter, organizational, and organizational context).
Ad de Jong, Kraks Fond Professor of Marketing til støtte for Dansk Handel og Industri

Advancing Sustainability through the Network Business Model Canvas
The challenges of sustainable development, both at the societal and organizational level are more pressing than ever. Finding the right balance and synergy between ecological, social, and economic sustainability is a constant pursuit. And one thing is clear: meaningful progress can only be achieved together. In this seminar presentation, we will share insights based on academic research in collaboration with several universities, as well as hands-on experience from the field. This has led to the development of two practical frameworks that support organizations in their journey toward sustainability:
The Sustainable Business Model
This model helps organizations define what sustainability means specifically for them, how to align their ambitions internally, and how to translate these into concrete, actionable strategies.
The Network Business Model Canvas
Sustainability requires collaboration. This model supports organizations in shaping shared sustainability goals with their partners. It helps identify the right collaborators, clarify where synergies lie, define mutual contributions, and understand what each party gains.
Elrik Paap and Steije Renes, CEOs of the TNXTO

26. november:
Analyzing and Managing Customer Journeys
Understanding what customers experience throughout different stages of their journey can help companies better address customer needs, improve internal processes, or create impactful interventions that increase competitiveness. Digitalization is providing many opportunities for capturing and analyzing data to track customer journeys, and for targeting customers at specific stages. This Academic Insight Seminar will bring together cutting-edge approaches for analyzing and managing customer journeys with examples of different implementations in the business world.

In-Store Location-Based Tracking and Targeting
Tobias Schäfers, Associate Professor of Marketing, Copenhagen Business School and
Stefan Brinkhoff, Co-Founder and Chief Technology Officer, locandis GmbH, Hamburg

Compared to their online counterparts, offline retailers face the challenge of systematically capturing what shoppers experience in the store. Tobias Schäfers and Stefan Brinkhoff will show how in-store location-based technology is used by retailers to track customer journeys and to target customers in front of the shelf. These insights are based on academic studies conducted in the field across various retailers, with technology developed and implemented by locandis. The results show how retailer performance can be improved with both tracking and targeting.

Customer Journeys as Processes
Michel Van der Borgh, Professor of Marketing, Copenhagen Business School

What customers experience throughout their journeys represent processes – sequences of events involving customers, such as interactions with sales and service staff, receiving messages, or obtaining information from websites. These processes may suffer from inefficiencies (e.g., waiting) or may occur quite differently from what the company envisions (e.g., repeatedly trying to reach customer service). Therefore, analyzing these processes offers the opportunity for better understanding customer journeys. However, companies and academics often ignore the process nature of customer journeys. Michel van der Borgh will demonstrate how customer journey mining, an analytical approach that is based on event data, can be applied in different setting to analyze and manage the customer journey.

Obs. Indlæg er på engelsk