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ESCP Europe Business School

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ESCP Europe and Global Alliance of Marketing & Management Associations jointly hold "the 2014 ESCP-GAMMA Joint Symposium" on "The Self in Consumer/Psychological Research: Current Perspectives and Future Directions" in "the 2014 Global Marketing Conference at Singapore".


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Business success and career progression are the key goals of ESCP Europe's General Management Programme (GMP). This one-year, part-time programme (equivalent to 50% of an ESCP Europe EMBA) provides participants with a deep understanding of contemporary international business. Using classic and new management tools, participants learn how to make informed decisions and respond to uncertainty.

The new London-Berlin track offers all nine core courses of the EMBA* into compact modules: a long-weekend with a unique consulting skills workshop (Problem Solving & Decision Making), followed by three intensive six-day weeks between January and September, two of which will be in Berlin (travel and accommodation costs for London students is covered by the School). The graduation ceremony takes place in November in London. The course minimises the time participants take off work, with many using annual leave.

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Dr. Marie Taillard, Director of the Creativity Marketing Centre at ESCP Europe Business School, and Judy Bayer, Director Strategic Analytics for Teradata International, recently published a blog on the Harvard Business Review suggesting a new approach to segmentation.

The authors agreed to work on a new type of segmentation based the combinations of jobs that customers need to get done.  Here's how the "jobs done" segmentation works:

Posted by Marie Taillard and Benjamin Voyer @marietaillard at 11:20 - 0 Comments

Dr. Marie Taillard, Director of the Creativity Marketing Centre (CMC) at ESCP Europe and Dr. Benjamin Voyer, Assistant Professor of Marketing at ESCP Europe joined the International Centre for the Cultural Psychology of Creativity (ICCPC) at Aalborg University in Denmark as Associates.

The ICCPC promotes the study of creativity from a social and cultural perspective. Its approach has empowered a sociomaterial, systemic framework that shows the multiple actors, audiences, actions, artefacts and affordances involved in creative acts.

Posted by Tom van Laer - @tvanlaer at 11:25 - 0 Comments

This week, my colleagues and I hosted Dr Elif Izberk-Bilgin of the University of Michigan-Dearborn. Elif has written some influential papers on consumer activism, or what is often termed consumerism, such as one in the Journal of Consumer Research in 2012 on the rise of consumerism in Muslims as a key component of an anti-globalization movement.

Posted by Vlad Glavenau at 12:29 - 0 Comments

We live in an age of contradictory messages regarding creativity. On the one hand, (Western) society as a whole is promoting, through education and media, a view that everyone is creative, or at least has the potential to act creatively. On the other hand, (high) creativity is considered to require effort, talent, special mental abilities, a kind of 'gift' some are generously endowed with while others can only struggle to 'receive' (or give?). Despite being exposed to such contradictory messages, one thing is clear for all - employers, educators, parents, your friends and colleagues perhaps - and that is: being creative is one of the highest, most valuable qualities to have in today's world. You need only to open the TV or read a newspaper (focus on job ads) to realise this.

Posted by Judy Bayer and Marie Taillard - @marietaillard at 14:51 - 0 Comments

Dr. Marie Taillard, Director of the Creativity Marketing Centre at ESCP Europe Business School, and Judy Bayer, Director Strategic Analytics for Teradata International, recently published a blog on the Harvard Business Review suggesting that bringing together team members from different functions into an analytics team can boost performance.

Posted by Chris Halliburton - @challibu at 12:01 - 0 Comments

Three 'received wisdoms':

We can't all be Picasso - well of course we can't - creativity skills are not evenly distributed (the age old 'born or made' question). However, we can all get better at creativity and it's not only a few geniuses who get access to the Muse - even knowing that may help to free up ideas and release the unconscious. Maybe release from triple espressos, email tyranny and smartphone addiction could help - some of the apparently idiosyncratic behaviour of advertising agency Creatives, (at least to the 'management' and sometimes the client) illustrates this point.

Posted by Ben Voyer at 11:28 - 0 Comments
At the CMC, we think that consumer creativity accounts for a lot of the (perceived) value that consumers experience in the act of consumption. We believe that much of the act of consumption occurs through creative processes. But one of the questions that many find challenging is: ‘what exactly is consumer creativity’? Is consumer creativity simply about the many ways in which individuals consume goods? Oreo cookies, for instance, can certainly be consumed in many different and creative ways. Or is consumer creativity something even broader, that includes the integration of the many associations we have with the brand (e.g. childhood memories of eating Oreo cookies…), or multiple encounters with brands (through advertising, product placement, etc) with our own life experience. I would argue here in favour of a broad understanding of consumer creativity, as a process of integrating our current experience of consumption with a set of associated and related memories, perceptions and emotions involving brand-related and product-related experiences. In other words, consumers re-interpret the value proposition while consuming the goods they purchase, and integrate it with the brand eco-system and their previous experience.
Posted by Laura Hayes, MMK student at 10:46 - 0 Comments

A series of recent events, aptly entitled the 'Swap Shop' series, gave my fellow MSc in Marketing and Creativity students and I a chance to hear our colleagues discuss their previous work experience. These events (of which this was the second) have made for a thoroughly engaging six hours in total. Four classmates discussed their wonderfully diverse experience, skill sets and prior roles in the most recent Swap Shop.

One classmate had spent time on an intricate part of the marketing strategy for a bullet-proof fashion label in Colombia, and shared a fascinating overview of his work. It was interesting to see how this company continuously responded to its market and customer base. The company didn't reinvent the wheel, but came to an existing market with an innovative attitude and a fast response to consumer need as its competitive advantage.

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