Intercultural Brand Safety @University of Bremen
While today’s globalized world offers increasingly more opportunities for companies to act international...
Market success for foreign small and medium-sized companies in China
Growing a business and developing brands in the Chinese market has become increasingly challenging. The adjust...
25 strategies for successful Brand Building in Key Emerging Markets
At the Club-evening of the Marketing Club Düsseldorf Dr. Niklas Schaffmeister spoke about the VW-scandal and ...
Discussion Paper: Digital Leadership
Winning over and keeping the new ‘always-on’ consumer has become the business imperative at the digital ...
Discussion Paper: Corporate Storytelling
Building relationships with customers is key for companies to achieve success. However, creating this emotio...
Discussion Paper: Market-driven positioning
The real battle for global market leadership will and must be fought in the world’s growth markets. To wi...
