By Dr Marie Taillard, CMC Director In the morning-after analyses following the 2012 US Presidential elections, most pundits agreed on one particular point that had gone very right for the [...]

By Alkimini Gritzali   In the modern marketing theory, all products are considered as services, co-created by the producer and the consumer (Prahalad & Ramaswamy, 2004; Vargo & Lusch, 2004). [...]

By Peter Stephenson - Wright, Affiliate Professor at ESCP Business School Once upon a time, brands were only something that manufacturers created to try to capture the finest qualities of [...]

By Dr Ben Voyer, Associate Professor at ESCP Business School When people see a brand as a creative one, they expect any of its moves (e.g. new product launch, TV ad, etc.) [...]

By Dr Luca Visconti Over the last decade street art creativity has entered various domains of consumer life, such as public space (e.g., the apartheid wall in Palestine, JR's 'Women are Heroes' [...]

By Dr Tom van Laer In the past ten years, social media have revolutionized the way people communicate. Each day, 483 million users log on to Facebook. Each minute, 72 [...]