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3. Organizing for effective new product development: an exploratory study of Dutch and Belgian industrial firms

Author

Langerak, Fred, Peelen, Ed, and Commandeur, Harry

Subjects
New products -- Planning, Product development -- Planning, Technological innovations -- Management, Manufacturing industry -- Product development, Advertising, marketing and public relations, Business, Business, international
Abstract

The rate of market and technological changes has accelerated dramatically. Central to a firm's competitive success in these conditions is its ability to evaluate, develop, and commercialize new technologies. This turbulent environment requires new, innovative methods. To succeed in these conditions, improved cooperation is recommended among functions within the company and between companies. In this exploratory study of two middle European Union countries, the extent that industrial companies in highly turbulent environments develop their internal and external interfaces is measured. The study also measures if those firms with well developed interfaces exhibit better new product performance than firms with less well developed interfaces. The results indicate that an effective design of the new product development process depends upon the characteristics of the competitive environment in which the firm operates. (Reprinted by permission of the publisher.)

Published
1997

4. Gestion de la relation client : Total relationship management, Big data et Marketing mobile

Author

Jallat, Frédéric, Peelen, Ed, Stevens, Eric, Volle, Pierre, Dauphine Recherches en Management (DRM), Université Paris Dauphine-PSL, and Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS)

Subjects
Gestion, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing, Relationship marketing, Customer relations, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M39 - Other, Relations avec la clientèle, [SHS.GESTION]Humanities and Social Sciences/Business administration, Relations clients-fournisseurs, Marketing relationnel, Management
Abstract

4e édition; Comment choisir et instaurer une relation ? Comment adapter l'organisation pour mettre en oeuvre la stratégie retenue ? Comment analyser les nombreuses données client collectées pour prendre les meilleures décisions ? Quels outils utiliser pour soutenir la stratégie relationnelle ? Gestion de la relation client est le seul ouvrage francophone à offrir une synthèse des concepts et un bilan des pratiques les plus actuelles permettant d'explorer ces questions essentielles. Tout en conservant les caractéristiques qui ont fait son succès, Gestion de la relation client, 4e édition offre la plus importante mise à jour jamais opérée depuis sa première édition : • Trois chapitres nouveaux. Le chapitre 3 analyse en quoi, au-delà de la relation réciproque entre un prestataire et son client, c'est l'intégralité des parties prenantes d’un écosystème qu’il convient de prendre en considération dans la relation client. Le chapitre 10 développe la contribution des réseaux sociaux aux dispositifs relationnels de l’entreprise. Le chapitre 11 étudie les outils de la relation client appuyés sur les technologies mobiles, et leurs enjeux (géolocalisation, relation one-to-one, etc.). • Le rôle des Big data et des modèles prédictifs dans la personnalisation d’une offre et le développement d’une intelligence client, les derniers développements dans l’élaboration des approches omnicanal et des sites web relationnels, les réseaux sociaux et leur impact dans les interactions et la modification de l’expérience client, etc. • 100 encadrés illustratifs actualisés ou remplacés par des exemples récents ou les dernières recherches académiques. • 15 études de cas dont 10 entièrement nouvelles : Foot Locker Inc. et sa stratégie sur les médias sociaux, Abercrombie and Fitch et sa ritualisation du parcours client, 3M ou la combinaison de l’innovation et de l’orientation client au service de la performance, etc.

Published
2014

6. Corporate Communication

Author

van Riel, Cees, Waarts, Eric, Peelen, Ed, Koster, John, and Department of Business-Society Management

Published
2003

16. Personas in action: linking event participation motivation to charitable giving and sports.

Author

Hendriks, Marieke and Peelen, Ed

Subjects
CHARITY sports events, CHARITIES, QUALITATIVE research, CLUSTER analysis (Statistics), SOCIAL influence, SOCIAL participation
Abstract

Charitable organizations continue to use sport events to raise money for the cause and provide meaningful experiences for participants. This study analyzes the motivation for participating in a charity sport event. Four segments of participants have been distinguished based upon a cluster analysis; for each of them, personas have been constructed on the basis of qualitative research. How to approach these personas with different propositions has been formulated on the basis of their motivation regarding the cause and/or the actual sport activities. The purpose of this study is to contribute to a common understanding and method of creation of personas, a new and largely untested tool. Furthermore, this study demonstrates the value of detecting the most valuable participant segments in order to influence and leverage future and repeat participation as a basis for success of a fundraising event for a charity's cause., Copyright © 2012 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]

Published
2013
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17. Systems constellations: A better way to identify branding opportunities?

Author

Jurg, Wim, Bloemer, Josée, Doorewaard, Hans, Peelen, Ed, and Simons, Ruud

Subjects
BRAND name products, MARKETING, BUSINESS names, BRANDING (Marketing), COMMERCIAL products, PRODUCT management
Abstract

Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities. A case study illustrates its content validity but also shows there is limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.Journal of Brand Management (2008) 15, 239–257. doi:10.1057/palgrave.bm.2550116; published online 17 August 2007 [ABSTRACT FROM AUTHOR]

Published
2008
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