Andrea Carugati’s Post

Great update! Humanism in Marketing. Humanism in marketing refers to an approach that prioritizes humane and emotional aspects of customer relationships over purely analytical or strategic ones. It recognizes that consumers are not just rational buyers, but also emotional and social beings. Humanism in marketing emphasizes the importance of empathy, authenticity, and transparency in customer interactions, aiming to build strong and meaningful connections with customers. This approach involves understanding customers' values, needs, and motivations to create personalized and relevant marketing messages that resonate with them on an emotional level. I love the lavender cover color! #h2hmarketing #marketing #humanism Philip Kotler

🌟 Excited to share some insights from my final Business Challenge Presentation in Berlin, Germany 🇩🇪 focused on Goya Health! This project provided the unique opportunity as a Baylor University MBA candidate to dive into the complexities of global expansion in the healthcare sector. Some key takeaways include: ▫ Market Research is Essential: Understanding consumer preferences, regulatory frameworks, and competitive dynamics significantly influences effective market entry strategies. This experience highlighted that successful global strategies must be tailored, not just replicated. ▫ Cultural Awareness is Important: Expanding into a new market requires more than just a solid business plan. Engaging with local communities and recognizing cultural differences can significantly impact brand perception and acceptance. ▫ Global Collaboration Sparks Innovation: Working with diverse international teams opens up opportunities for creative solutions and enriches problem-solving approaches. This opportunity has broadened my perspective on global business practices, and I look forward to applying these insights as I move forward in my career. A huge thank you to my team members Anderson T., Ben Appleby, Christopher Frantzen, Emmanuel Odubote, Ethan Bloom, Nathaniel Lannen, and Sydney Matthews. Additionally thank you to Baylor University MBA Programs and McBride Center for International Business for facilitating this experience. #BaylorMBA #GlobalBusiness #StudyAbroad #GoyaHealth #MarketExpansion

The power of case studies One of the first I did after graduating from Copenhagen Business School twenty years ago was to work as Research Assistant. Together with Torben Pedersen and Bo Nielsen at Copenhagen Business School we wrote case studies and published them at Ivey Publishing. A common theme in the cases is how Danish companies tackle the challenges related to configuration of their value chains fx whether to move production to Asia and whether to make stuff yourself or outsource to a third party. One of these cases, 'ECCO - Global Value Chain Management' has now been recognized among the 25 most used Ivey cases in the last 10 years, reaffirming its status as an Ivey Classic. I am puzzled why the case turned turned into a classic and why it is timeless. One reflection I have is that we live in a world where new technological fads and trends get a lot of attention in the media. In our focus on software, we tend to forget that there are still thousands and thousands of companies that make a living from producing, moving, marketing and selling stuff around the globe - companies with truly global footprint and where competitive advantages may stem from the global configuration of their value chain activities. The global context and geopolitical situation may have changed but companies still need to address these challenges and balance the trade-offs. On a personal note, it is very fulfilling to think that thousands of students have discussed the challenges laid down in the ECCO case. Hopefully they learned a bit. #Ecco #IveyPublishing #CBS #Casestudies

The results for the Universum CareerTest 2024 are in. And WHU once again received outstanding ratings from its student body concerning overall satisfaction and career prospects. “These excellent evaluations show that we are meeting the expectations that our students have for their study programs and academic environment,” said Professor Christian Andres, Dean of WHU. Want to learn about the results in detail? Read the full article here: https://ow.ly/4HCR50SAb8b #myWHU

The results for the Universum CareerTest 2024 are in. And WHU once again received outstanding ratings from its student body concerning overall satisfaction and career prospects. “These excellent evaluations show that we are meeting the expectations that our students have for their study programs and academic environment,” said Professor Christian Andres, Dean of WHU. Want to learn about the results in detail? Read the full article here: https://lnkd.in/es97-mFp #myWHU

Here is the photo evidence that a team from our university has won one of the most prestigious research awards in the area of services marketing: Congratulations, Professor Jan H. Schumann, Dr. Janina Garbas, Dr. Sebastian Vetter, as well as Professor #MartinMende and Prof. Dr. Maura L. Scott from Arizona State University! 👏 🎉 Via photo and text message, lead author Dr Garbas and her former doctoral supervisor Professor Jan H. Schumann found out about the good news. Colleagues kept them up to date when it was announced at the #FrontiersinService conference in Florida, USA, at the end of June that their research had been honoured with the 2024 #SERVSIG Best Service Article Award from the American Marketing Association (AMA) SERVSIG. The President of the University of Passau, Professor #UlrichBartosch, is also delighted. "Research in Passau is world class! I congratulate all the authors with pleasure and respect, and I am particularly proud of Dr. Janina Garbas, Dr. Sebastian Vetter and Professor Jan H. Schumann". Lead author Dr Garbas, who is currently working as a post-doc at RWTH Aachen University and will join ESCP Business School in Paris as an Assistant Professor in autumn, emphasised that the award was the merit of all the authors, because: "Research is always a team effort." In the study, the researchers look at customers' perceptions of betrayal when it comes to product upgrades, for example, when a customer is already sitting in a new car with seat heating but can only use it if she requests an upgrade by paying a fee. Such product upgrades were popular in the automotive industry, for example, but the sector is now moving away from them. "We had the right instinct early on with our research question, and our findings have now been confirmed in practice. Customer acceptance is low and the introduction and implementation of the model is therefore a major challenge," says Professor Schumann, co-author of the study. Last year, Dr Garbas scored highly in important prizes for young academics within and beyond the field of service research. More about Dr Janina Garbas' research including a video portrait in the Digital Research Magazine: https://lnkd.in/eXnAZmBJ Photo Credit: Dr Stefan Mang #Marketing #ServicesMarketing #Research #Award #Innovation #UniversityofPassau

I am happy to announce that I have been selected to participate in the workshop "Scientific Career Paths and Cultural Change – Visions and Perspectives" at the University of Freiburg in March 2025. Alongside fellow early-career scientists, I will be engaging in discussions about shaping career paths and working conditions within the scientific community. Key topics will include: 1️⃣ Development of personnel structures: Focusing on transparency, fair selection processes, planning security, career paths beyond professorships, and tenure-track models. 2️⃣ Diversity-sensitive personnel selection: Emphasizing the recruitment of diverse talent at all levels and examining the role of tenure-track professorships in promoting diversity. 3️⃣ Career paths from an international perspective: Addressing the attractiveness of career paths for international scientists, promoting mobility in early career phases, and evaluating the German tenure-track system from a global viewpoint. 4️⃣ Cultural change in science: Discussing evaluation methods, leadership and supervision cultures, work-life balance, challenges faced, and the need for supportive measures. The outcomes of our discussions will contribute to the Tenure Track Conference 2025, titled "The Tenure Track Principle: Career Paths and Cultural Change in the German Science System," which will be held in May in Berlin. I look forward to contributing to this dialogue on shaping the future of scientific careers and fostering cultural change in our community.

In a fall letter to MIT alumni, President Sally Kornbluth wrote: “[T]he world has never been more ready to reward our graduates for what they know — and know how to do.” During her tenure leading MIT Career Advising and Professional Development (CAPD), Deborah Liverman has seen firsthand how — and how well — MIT undergraduate and graduate students leverage their education to make an impact around the globe in academia, industry, entrepreneurship, medicine, government and nonprofits, and other professions. Here, Liverman shares her observations about trends in students’ career paths and the complexities of the job market they must navigate along the way.Q: How do our students fare when th ...

A warm welcome to the five new professors who joined #IESE this fall, as well as the two additional #professors who have been with us since earlier in the year: Christoph Loch, Mailys M. George, Pablo Sanz, Jieun Shin, Mirel Yavuz, Martin Jacob and Pablo Hernández de Cos. The new faculty members hold doctorates from some of the world’s leading universities and their research addresses the challenges faced by #business leaders today, including #innovation, managing uncertainty, the impact of changes on people within organizations, the effects of social media-driven activism on company valuations, and corporate environmental performance, among other topics. 🔗 https://lnkd.in/dmu3VJh5

🌟 On your marks.... CALL FOR PRESENTERS: 10th Edition of the S&O Research Day!   The S&O Institute is thrilled to announce the 10th S&O Research Day, taking place on May 15th & 16th, 2025, at HEC Paris Campus, chaired by Georg Wernicke and co-organized with Iiris Sacchet.   This event, first launched in 2015, fosters interdisciplinary research around key topics of the S&O Institute: Climate, Inclusive Economy, and Purpose. It’s an exceptional opportunity to share ideas, gain feedback, and connect with the vibrant research community at HEC Paris and beyond!   📢 We are looking for presenters! Do you have a work-in-progress related to sustainability, organizations, or one of our key themes? Here's your chance to share it! Whether your research is in its early stages or close to completion, we invite you to contribute: 👉 Later-stage projects: 10-minute presentation followed by a discussant's feedback. 👉 Early-stage projects: 8-minute presentation with immediate audience input and discussion. This format is designed to spark conversations, test ideas, and receive constructive feedback in a supportive and relaxed atmosphere.   👩🏫 For the 10th Edition, we are thrilled to welcome our keynote speakers: - Giada Di Stefano: Associate Professor of Management at Università Bocconi & co-founder of S&O Research Days. - Jonathan Bundy: Professor of Management and Entrepreneurship at Arizona State University.   💡 Event Highlights: - Afternoon of presentations on May 15th, followed by a social dinner. - Morning of presentations on May 16th, ending with a community-wide social lunch.   🎯 Join us to: - Test your research ideas. - Gain valuable feedback from peers and keynote speakers. - Build connections with an interdisciplinary and collaborative research community.   📩 How to Apply: 👉 Email Georg Wernicke by March 1st, 2025. Read more: https://lnkd.in/exUivMft   Let’s celebrate this milestone 10th edition by bringing together ideas that drive change and innovation!   🔗 Tag your colleagues and share the call for presenters!   We look forward to seeing many of you there! ✨ with Rodolphe Durand, Marieke Huysentruyt, Daniel Halbheer, Brian Hill #Research #Sustainability #HECresearchDays #HECParis #Collaboration