Posted by Haemin Seok, Minjee Chung, Eunha Chun and Eunju Ko at 10:04

What is your research on beauty focused on?

With the development of digital communication technology, several companies and brands around the world have implemented online marketing through mobile internet. The use of smartphones has increased significantly, and beauty companies in South Korea and beyond are adopting mobile applications as a tool to provide not only information about their products, but also enhance customer experience with news articles or product tutorials.

Focusing on this beauty mobile application (app) context, we first classified the reviews provided by online shoppers in different categories. We then studied how consumers perceive these products according to their differing classifications, and how product reviews written by other customers are an essential tool in the purchase decision-making process, influencing the intention to buy.

Posted by Dr Jeaney Yip at 7:12

Exploring female beauty through skin care advertisements and its visual representations for Indonesia's emerging middle class.

What's your research on beauty about?

This research in collaboration with Associate Professor Susan Ainsworth from the University of Melbourne, aims to understand how beauty is constructed and marketed in a developing country, Indonesia.  An understudied context, Indonesia is an industrialising and increasingly global country with a sizable emerging middle class that is the largest in Southeast Asia. We explore how advertisements illustrate the complexity of cultural ideals of beauty in this setting. 

Posted by Ann Kristin Rhode at 5:54

Ann Kristin Rhode works as a cross-cultural consumer researcher and lecturer at ESCP Europe in Paris. In addition, she pursues a PhD in Business Administration, Specialization Marketing, at ESCP Europe and Université Paris 1 Panthéon-Sorbonne. Her recent paper 'Redefining Male Beauty: The Cultural Encoding of Masculinity in South Korean Cosmetics Advertising' won the L'Oréal Professorship Award on Beauty and Marketing at the 2016 Global Marketing Conference (GMC) in Hong Kong.

What is your research on beauty about?

As a cross-cultural consumer researcher and psychologist, I have a particular interest in understanding the effects of culture on consumers' perception, cognition, and behavior. My research investigates South Korean cosmetics brands' advertising strategies for targeting male consumers.

Posted by Marie Taillard and Jerome Couturier at 7:38

Co-creation strategies in which consumers provide product ideas, services, reviews and other benefits to each other have been well publicised and are behind the success of digital companies such as giffgaff, eBay, Etsy and Zipcar, and not-so-new companies like Lego.

Co-creation is innovative, engaging and fun for consumers and valuable for companies. By contrast most B2B firms remain entrenched in contractual agreements and zero-sum games that seem anything but co-creative. As a B2B marketer, you may wonder whether the benefits of co-creation can also be reaped in a B2B context.

 

Dr Ben Voyer, Programme Director of the new Bachelor in Management and marketing professor at ESCP Europe Business School was invited to speak at Ted Talk in London on 17th January, 2015.

He presented his latest research on "Can power change how we connect with Others?"
Dr Ben Voyer, consumer psychologist and marketing professor at ESCP Europe Business School, says Burberry needs to reinvent itself again to appeal to the new Chinese consumer.
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.
Upcoming Events
Date: 23rd March, 2017
Location: ESCP Europe's London Campus

The operating system of the global economy is being reworked, and businesses across different industries must adapt to a new and dynamic reality. Digital disruption is here to stay and that means business change is too, to leverage the new opportunities. 

Disrupting the marketing organisation

  • As brands transform themselves for the digital marketplace, how can they be sure that their marketing efforts are keeping pace?
  • How should marketing organisations adapt themselves to match the rapid evolution in consumer expectations?
  • What does it mean to manage the transition from one-off interactions with individual customers to continuous engagement with a virtual community of supporters and subscribers?
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