Auf der Suche nach Innovation .......

Sonderheft der "Lebensmittel-Praxis" zum Thema Innovation (S. 30 ff.)

Ihr tickt wohl nicht mehr richtig!? (Artikel von Vera Hermes)

Prof. Dr. Hans-Willi Schroiff zum Dauerthema "Zielgruppen" (S. 6)

Planung und Analyse

"Blockadebrecher - Mediationstechniken im Innovationsprozess" (in German)

(Marina Kosse)

In: Planung & Analyse 2/2013

One of our papers on the relevance of getting workshop participants prepared for creativity. Marina discusses the logic why to free people's minds in a creativity exercise is of major importance and explains the basics of what we do in terms of tools and processes to get there. We are quite happy with the paper as it has attracted a wide interest among our clients and others.

The full journal article can be downloaded in our Clients Section.

Markenartikel 3/2013

Markenartikel 3/2013

(Hans-Willi Schroiff)

 

"Zwischen Aufbruch und Rückbesinnung" - Artikel zur Bedeutung des Social Web für die Marktforschung mit Beiträgen von Hans-Willi Schroiff

Markenartikel 3/2013

New Business 13/2013

(Hans-Willi Schroiff)

 

"Das Interessante vom Beifang trennen ......" - Interview mit Hans-Willi Schroiff zur Bedeutung von Big data, Social Web und Co-Creation

Marketingcontrolling durch Marktforschung

Marketingcontrolling durch Marktforschung (in German)

(Hans-Willi Schroiff)

In: Reinecke, S. et al. (eds, 2001). Handbuch Marketing-Controlling. Frankfurt: Ueberreuter Verlag.

The chapter provides a conceptual foundation of what MindChainge practices in our proprietary "Smart Watering" approach in Marketing performance measurement.

The full book chapter can be downloaded in our clients section.

The Market Research Process

The Market Research Process

(Hans-Willi Schroiff)

In: van Hamersveld, M. & Bont, C. (eds., 2007). Market Research Handbook (5th ed.). London: Wiley.

This book chapter describes our view on the basic market research process. It covers the foundations of what we today describe as our proprietary process on generating new products - the "Spearhead". Market Research is described as being the indispensable knowledge resource for understanding consumers and markets. Our current fascination of what we now call "learning plans" is grounded in this fundamental contribution.

The full chapter is available per download for our clients in the Clients Section.

Werben und Verkaufen

(Hans-Willi Schroiff)

 

Interview mit Hans-Willi Schroiff in Werben und Verkaufen vom Oktober 2009 über Innovationsqouten, Wichtigkeit von Hausbesuchen (home visits) und wie man es schafft, alle Mitarbeiter/Innen zu Innovatoren zu machen ..........

Neuroökonomie als Basis für strategische Markenführung

Neuroökonomie als Basis für strategische Markenführung (in German)

(Hans-Willi Schroiff)

In: Bruhn, M. & Köhler, R. (2010). Wie Marken wirken. München: Vahlen

We are maintaining a clear view on the relevance of "Emotional Positioning". This does not that product functionality is rendered obsolete, but at the end of the day it is the emotional side of a brand that matters most to consumers. In this book chapter we describe the fundamental logic behind our "Consistent Backboning" approach: (1) define an emotional positioning first, (2) orchestrate the positioning implicitly on all facets of brand communication.

The full book chapter can be downloaded in our Clients Section.

Strategies for Managing Brand and Product in International Markets

Strategies for Managing Brand and Product in International Markets

(Hans-Willi Schroiff & David Arnold)

In: Quelch, J. & Deshpande, R. (eds., 2004). The Global Market - Developing a Strategy to Manage Across Borders. New York: Wiley.

Together with Harvard Business School professor David Arnold we elaborate on a fundamental approach to international marketing by systematically exploring the brand-product relationship. What matters in an MindChainge context is the description of our basic view on branding and how we view the brand as a bundle of persuasive elements. This has laregely shaped our "Consistent Backboning" principle.

The full book chapter can be downloaded in our Clients Section.