Marketing, customer satisfaction and loyalty
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The secrets of market research: how to avoid pitfalls when creating a new venture. Part 1
May01

The secrets of market research: how to avoid pitfalls when creating a new venture. Part 1

Introduction to market research Our aim with this series of articles on market research is NOT to deal with all the little details. There are very good books if you want to deepen your knowledge. Our aim however is to give you a complete overview of why you should perform a market research (also called “market study”) and what are the different steps to carry it out. We want to give you some tips, hints and a few secrets to help...

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The unique personnality of 3-stars chefs
May03

The unique personnality of 3-stars chefs

At ESADE conference from March 25th-27th a very interesting research was presented on narratives from Top Chefs. The sample studied by Magdalena Marowska was made of narratives by the late Bernard Loiseau, Heston Blumenthal, … The discussion that followed revolved around the personality of the chefs. Pictured as entrepreneurs, chefs of this level (3-star Michelin) are a very special type of entrepreneur. Their emotional component is...

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What are the main reasons to create a company?
Apr29

What are the main reasons to create a company?

After the post we published 2 weeks ago on why companies fail, another interesting piece of statistics published by the French National Institute for Statistics (INSEE) regards the motivations of people to start their company and how these motivations have evolved since 2006. You’ll find the complete table below (we did the translations ourselves given that those interesting statistics are unfortunately only available in French)....

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One Day One Idea: improve the customer experience with a touch of fun and humor
Apr26

One Day One Idea: improve the customer experience with a touch of fun and humor

It may seem easier to engage online customers with slogans and humor. Yet we have found in Paris last winter a unusually good example of humor in the retail sector. The pictures below were taken at Cojean, a chain of quality fast-food stores in Paris. We found the catchy and funny slogan worth a post.     Advice for your marketing strategy Customers will reward you if you make them laugh and have a “spiritual”...

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What motivates people to move up the social media ladder?
Apr24

What motivates people to move up the social media ladder?

During the ESADE conference, Sue Vaux Halliday presented her work on “user-generated content and its creators: consumers and commentators”. During her presentation Sue introduced the concept of social media ladder (also called social technographics ladder: see the slideshare presentation below for more information) which allows to segment the population according to the usage of social media tools. At the bottom of the ladder you have...

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