Edmund HainEditorial

Marketing as a Think Tank for Technological Innovation

Research shows that even established market leaders have suffered severe setbacks to their competitive position because they were late in recognizing technological changes. A crucial factor in the success of a company is its ability to recognize future customer needs, changes to the business environment and technological developments early on and incorporate these insights into strategic planning.

Market scouting is the new buzzword here. Market scouting means no more and no less than managing the future: utilizing trends, forecasts and scenarios in the interests of a company’s success and thinking one step ahead of future markets.

Simply understanding a market is not enough, especially for sophisticated, complex products such as those in the investment and high-tech sectors. You also need sound technology scanning, monitoring and scouting to understand current market trends and predict future trends.

Integrating the results into the company’s overall strategy through strategic technology management unleashes the full power of new market potentials. Finally, the marketing department as „think tank“ can contribute significant added value to the company’s business strategy and success. more…

Ursula DrostEditorial

Communicative intelligence across the generations: A marketing topic?

The results of current neural research have shown that the use of different sorts of media brings about changes in the brain. This is based on the verifiable fact that brains develop according to how they are used, and especially if the activities are carried with an emotional commitment. In such cases the emotional centers are activated and neuroplastic messengers are released, which reinforce all the neural connections that are used for the activity in question. The result is that regulate exercise of a particular activity sets up “paths” along which the neurological processes flow ever more smoothly.

If we relate this to the use of the media, it means that in effect a generation that had grown up with the relatively slow-paced films of the 1950’s and 1960’s and the reading of lengthy novels and other intellectual writings has developed a different brain structure from that of a generation whose leisure behavior is characterized by the Internet, computer games and sending SMS. more…

Edmund HainEditorial

Enterprise 2.0-Technology Hype or Revolution in Management?

A good deal of virtual ink has been spilled about Web 2.0. The actual benefit to companies-especially in the B2B sector-has not yet been properly explored, however.
Unimagined possibilities, tools with fascinating interfaces, countless blogs, wikis, Twitter, podcasts, Facebook, XING, LinkedIn, and so on. Business leaders have become accustomed to putting up their résumé on XING or LinkedIn, and many enjoy networking, but most cannot see through the fog of marketing slogans to the actual benefit that Web 2.0 is supposed to bring to their business processes and bottom lines.

It takes someone who understands not only Web 2.0 technologies but the nature of interpersonal communication and business workflows to identify the critical links and see where a business has the potential to develop added value and what the right Web 2.0 strategy is for a particular company.more…


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