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Posted by Ben Voyer at 14:29

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

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

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

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.

Dr Ben Voyer discussed a report by Which? showing how manufacturers are 'shrinking' products, instead of increasing their prices. Dr Voyer explained the psychological mechanisms which make consumers less susceptible to notice the implicit price increase. He highlighted the importance of consumer education to help consumers resist being manipulated.
ESCP Europe Business School is delighted to be hosting the London edition of the 'Business in Europe' seminar, which has a special focus on creativity and innovation on 6th and 7th March.

All Master in Management students at ESCP Europe take part in four fascinating seminars as a part of their programme. Having completed the Start@Europe event in Strasbourg as well as the Business Simulation Game and Research Methods seminars, the final-year Master in Management - or M2 - students will now come together for 'Business in Europe', hosted by Prof. Pascal Morand.

This two-day event begins with roundtable discussions with special guest speakers on a variety of subjects. The second day introduces a selection of companies with problems to solve, after which students take part in five creativity workshops to discuss how these issues might be resolved.
ESCP Europe is offering a special Early Bird discount of £2,000 for candidates applying to the Executive Master in Marketing and Creativity (EMMK) before 1st April 2013.

In addition, the School offers some scholarships to participants entering the EMMK in 2013, each worth £3,000.
The Creativity Marketing Centre at ESCP Europe Business School is hosting a series of academic research seminars in London for spring 2013, focusing on new, exciting, and creative topics and approaches to the broad field of marketing. The seminars feature leading academics in the field to discuss their current research with the CMC team and guests.

Eric Arnould of the School of Management at Bath University, UK and the University of Southern Denmark kicked of the series with the seminar 'Consumer fetish: The symbolic imaginary of consumer research'.
Upcoming Events
Location: ESCP Europe London Campus

The Creativity Marketing Centre (CMC) at ESCP Europe Business School is delighted to report a new series of academic research seminars in London for spring 2014, focusing on new, exciting, and creative topics and approaches to the broad field of marketing.

The seminars will feature leading academics in the field to discuss their current research with the CMC team and guests. Each 2-hour session will include a networking lunch, presentation by the invited expert on the theme, open discussion and time for questions. Attendance will be free to marketing faculty and PhD students from all academic institutions.

For more information, please contact Karin Casanova via email: kcasanova@escpeurope.eu

Please note that in order to attend these events you need to  register online.

Date: 9 June 2014, 8.30 am - 7.00 pm
Location: ESCP Europe London Campus

The Creativity Marketing Centre @ ESCP Europe proudly presents our 2014 Spring Research Camp on Consumer Creativity.

We are assembling a group of leading international researchers working at the intersection of creativity, marketing and consumer behaviour to present some of their work on the fascinating and timely topic of Consumer Creativity, and to initiate collaborations on new research outputs on the topic.

Please note that in order to attend the event you need to register online.

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