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Posted by "Laure Claire" & "Benoit Reillier" at 16:24 - 0 Comments

Since we declared our love to platform businesses in a previous post it is only fair for us to try to provide a definition of what we mean by platforms before explaining in more detail why we love them.

A plank, a raised floor, Lady Gaga's favourite accessory…

The apparently innocuous question around the definition of "platforms" raises in fact many issues. The traditional definitions of the term are not overly helpful and even its business usage seems to be loosely used in the context of  "something upon which you can build something else".

It is in this latter context that a manufacturer would for example say that "the Jaguar X type uses the same platform as the Ford Mondeo". This is a very generic use of the term and we believe we need to think through a more precise definition for what we refer to as "platform business model" like eBay or others.

Posted by Ben Voyer at 14:29 - 0 Comments

Being creative in research sometimes is about challenging taken for granted ideas, and investigating the opposite of what other researchers are doing, as recently demonstrated in a research seminar at ESCP Europe Business School. Take a widely accepted fact in the pop culture: envisioning a positive future increases motivation and results in real success. But is this actually always the case? No, according to a series of research papers presented by Dr Heather Kappes from the London School of Economics and Political Science (LSE), during the Creativity Marketing Centre research seminar series. 

Posted by "Laure Claire" & "Benoit Reillier" at 10:03 - 0 Comments

Platforms are the dirty little secret of many hyper growth businesses

Platform businesses, such as eBay, Google and Facebook have been booming over the past few years.  More recently firms like Twitter, Airbnb or Etsy have further confirmed the potential of these new, ecosystem driven, business models.

Posted by Ben Voyer at 10:23 - 0 Comments

Creative marketing techniques do not have to be revolutionary! Some of them have been used even before marketing became a discipline, and still do wonders. Secrecy and mystery surround a product is one of them. I was recently interviewed by CNN International on what makes Coca Cola's secret recipe such a clever marketing technique. Companies have often used secrecy as a marketing tool. The very idea of mystery is one that attracts attention, and is often seen as an element of quality - 'if they are doing all these things to protect the recipe, it must be a valuable product', would a typical consumer think. In sum, in the mind of the consumer, secrecy signifies that the recipe must be 'so good' that it needs to be kept secret - which then reinforces the idea of quality.

Posted by Tom van Laer at 12:25 - 0 Comments

I recently saw the documentary Manakamana by Stephanie Spray and Pacho Velez, in which pilgrims make an ancient journey in a state-of-the-art cable car. Their rides unfold in real-time, highlighting interactions with one another, the landscape, and this strange new mode of conveyance. Through these encounters, the film opens a surprising window onto contemporary Nepali lives, propelled along by the country's idiosyncratic modernization. There is double sensory consumption: Both the pilgrims and the viewer experience narrative transportation, though of a different kind.

Posted by Ben Voyer at 12:27 - 0 Comments

A first important point to discuss in addressing the question is to understand the difference between a) creating needs and b) understanding  / addressing needs. An electricity provider, for instance, addresses a need that most consumers have: that is, being able to power their house. If it understands its consumers well, it might also use sustainable energy sources, to address consumers concerns for a greener environment. The value for consumers is then strong and apparent, and is so in the case of all the needs that are understood and served by companies in a genuine and honest way. Often, needs that are understood and addressed by companies in such a way are basic or core needs, using terms from Maslow's hierarchy of needs. Creating needs, on the other hand, refers to practices where marketers try to convince customers that the product or service they sell addresses something they need (push strategy). This could be said to be the case, for instance, of many kitchen appliances, which we buy and use only once a year. Remember that yoghourt maker from the 1980s? Or all these products you sold on EBay just after you bought / received them? Creating needs is generating value on the company side, as consumers are attracted to novelty. But it does not necessarily generate value on the consumer side. It can actually create distrust, as consumers are less likely to be convinced by a product or service from the same company, the next time they see one!

Posted by Tom van Laer at 15:15 - 0 Comments

A particular type of consumer enjoys stories with plots, characters, and imagery that allow them to get lost in the narrative, according to our new study in theJournal of Consumer Research.

Stories have the power to change people's behaviour. Contemporary examples include the persuasive power of Latin American telenovelas, which influence family planning choices and enrolment in adult literacy programs, as well as Internet users sharing written stories, photos, and videos about themselves and their market experiences.

Posted by "Laure Claire", "Benoit Reillier" at 17:14 - 0 Comments

The concept of "big-data" is on everybody's lips these days. As every self-respecting new buzzword, "big-data" may be a bit over hyped but this doesn't mean that real changes are not underway… especially for marketers. So what is Big Data and what does it mean? 

Big Data, which is after all simply the perfect alignment of technologies enabling the cost effective collection, storage and analysis of large quantities of data, will result in step changes in terms of marketing capabilities. While the concept of gathering and analysing lots of data is, in itself, far from new we have now reached a "tipping point" enabled by cheaper collection, storage and processing of digital information allowing organization to gain additional marketing insights and capabilities. The shift to on-line models[1] is a further catalyst for the deployment of "Big Data" enabled marketing strategies.

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ESCP Europe's London campus is hosting its annual Open Doors day on 26th October 2013. 

With our five campuses in Europe (London, Paris, Berlin, Madrid and Torino) and partner institutions across the globe, we promise an international and innovative education that will broaden your career horizons for years to come.

Our Open Doors day offers a range of free workshops, lectures and presentations to give just a taste of what ESCP Europe has to offer... 

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ESCP Europe (est. 1819) is proud to announce its place in the short list of the Times Higher Education Awards for 2013.

"We have been in the UK for 40 years now. This nomination recognises our ongoing efforts to continue to grow, innovate and reach out to the academic, student and business communities. We are very proud to have been short-listed," said Dr Patrick Gougeon, ESCP Europe's UK Director.

The awards focus on achievements in higher education for the academic year 2011-12. During this time ESCP Europe launched two new London-based research centres for Energy Management and Creativity Marketing, in parallel with new postgraduate Programmes and executive Master degrees in the subjects.

Through a series of related seminars, conferences, newsletters and blogs, the School has built new networks and increased its contribution to the UK academic scene, as well as enriching its offer to students on all programmes.

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