Communication

Marketing: How to be David against Goliath

by Frédéric Oble

Drawing on his in-depth study of the French success-story Michel et Augustin, Frédéric Oble, Professor of Marketing ESSEC Business School, provides us with insights into what the little brands can do to rival with the giants without spending millions.

• Share

TOP RESEARCH

Strategy

The Luxury Industry’s Sacred Places

by Delphine Dion

Luxury brands use the codes of sacredness to build a sacred aura around their historic boutiques, those locations which lie at heart of brand identity and heritage.

• Share

TOP RESEARCH

Innovation

How 'Creativity Software' Boosts Innovation

by Niek Althuizen

Designing an innovative new product, marketing campaign, or strategic plan demands creative problem solving – but what if that’s not an employee’s strong suit?

• Share