Since the early ‘90s it is known that organisations can achieve competitive advantage when engaging their customers in improving their...
Co-creation in practice: inspirational examples
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Consultancy firm The Next Organization introduces an innovative research program to London-based companies
Combining the latest academic knowledge in marketing with expertise from practitioners in order to develop new knowledge in key marketing...
Promise management marketing: every employee a part-time marketer
In today’s society, business contexts rapidly change in every possible sense. Customer needs change and technologies evolve, which demands...
Value Proposition Research Program – Kick-off
The Value Proposition Research Program (VPRP) has officially started! Thales, Riwal and CED form the first group participating in this...
A deep-dive is necessary to find colourful coral: why qualitative research matters for organisations
In today’s business contexts where technology develops rapidly, organisations mainly focus on obtaining quantitative data. Take the...
The Paradox of Value Experience and Value Creation: Both a Pitfall and Opportunity for Organisations
It is crucially important for organisations to understand their customers in order to form strong value propositions. These value...
Value In The Experience: The Next Source For Compelling Value Propositions
Customer value is seen as the major source of competitive advantage. Organisations constantly explore to create an enhanced understanding...
Radically Reassessing The Value Of Offerings
Business contexts and customer needs are constantly changing. In order stay competitive and successful, it is a must for companies to...