Research 15

The crisis in the auto industry has resulted in a race between Volkswagen, as challenger, and Toyota, as tattered global market leader. Whether it is theGerman or theJapanese firm that takes pole po……続きを見る

Proposing a comprehensive account of the global fashion industry this book aims to present fashion as a social and cultural fact. Drawing on six principles from the industry, Godart guides the reade……続きを見る

This in-depth guide provides managers with a solid understanding of data and data trends, the opportunities that it can offer to businesses, and the dangers of these technologies. Written in an acce……続きを見る

Now, more than ever, customer experience plays a pivotal role in the success and longevity of a company. Based on rigorous scientific tools and global data, this book offers a simple but thorough gu……続きを見る

Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society……続きを見る

From the Lens of Color identifies and delineates a methodology for effectively positioning and/or repositioning oneself in today's global job market that moves significantly beyond strategies associ……続きを見る

With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but……続きを見る

Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumer……続きを見る

Pulling together into a single framework the two separate disciplines of strategy management and risk management, this book provides a practical guide for organizations to shape and execute sustaina……続きを見る

Negotiation is a key part of daily lives, but learning how to negotiate successfully is a valuable skill. The author provides a tool kit for negotiation, demonstrating new methods and giving practic……続きを見る

Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely-held assumptions. This book takes a critical look at these myths and contra……続きを見る

Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in servin……続きを見る

This book offers a detailed and full analysis of the strategy which enabled the Swatch Group to establish itself on the world market. In particular, it tackles the issues of production restructuring……続きを見る

A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated ……続きを見る

Today Japan is still the second largest and most important consumer market in the world. This book discusses the development of Japanese consumerism, particularities of Japanese consumer behaviour a……続きを見る

This book deals with the organizational use of aesthetic means. Based on the idea that organizations are systems of communication, it is shown that consciously or not, organizations have always used……続きを見る

Uses case studies to explore why large scale electronics failed to win a leadership position in the early computer industry and why IBM, a firm with a heritage in the business machines industry, suc……続きを見る

Based on an extensive national survey of workers and four separate industry-specific surveys, Generations and Work will examine and provide answers to the most common issues and problems of multi ge……続きを見る

Asian economies have become a driving force in the world economy, so are the Asian firms, especially those from emerging markets. This book presents a collection of articles that address the strengt……続きを見る

The Challenge for Japanese Multinationals is about strategic issues of modern management from the view of global business practice. In the 2010 issue of Fortune Magazine's top 500 Multi-National Cor……続きを見る

Rethinking the Future of Europe has brought together three contrasting collections of contributions: the incrementalist perspective concerning the step by step development of Europe, the more radica……続きを見る

This book focuses on the relationship between business strategy and competition among Italian SMEs in the aftermath of the economic crisis. First examining business strategy and competitive advantag……続きを見る

Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs, yet generally these people are scared off by the s……続きを見る

'a compelling methodology... to increase market share quickly' -- Eric Ries, bestselling author of THE LEAN STARTUP 'a must-read for anyone in business' -- James Currier, managing partner, NFX Guild……続きを見る

Business model innovations are conceived and implemented by a special type of entrepreneur: business model pioneers. This book presents 14 compelling case studies of business model pioneers and thei……続きを見る

From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and ……続きを見る

The revised Fourth Edition of this popular textbook is redesigned with Excel 2016 to encourage business students to develop competitive advantages for use in their future careers as decision makers.……続きを見る

Auf allen Hierarchieebenen werden in Unternehmen Entscheidungen auf Basis von Marktkenntnis und -erfahrung getroffen. Je besser und aktueller die (Markt-)Informationen sind, desto größer ist die Wah……続きを見る

Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for o……続きを見る

At the turn of the century the term "gamification" was introduced as a concept to understand the process of using game mechanics in "non-game" contexts. The impact of gamification was soon evident t……続きを見る