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  • David Gotteland est professeur de marketing à Grenoble Ecole de Management

    How Can You Create a Reliable Innovation Process?

    Published on 21 June 2018

    Formatted, creative methods with a framework enable scientifically proven increases in innovation processes. The stakes are high as only 15% of innovative ideas at a company end up as financial and commercial successes.

  • Comment les primes influent la vente de produits neufs ou recyclés ?

    Sales Incentives: Balancing New and Remanufactured Goods

    Published on 19 June 2018

    Remanufactured goods can provide companies with higher profit margins. But, it’s essential for companies to implement a strategy that adequately balances the sale of new and remanufactured products.

  • Can TV Characters Teach Us About Management?

    Can TV Characters Teach Us About Management?

    Published on 14 September 2017

    From Mad Men to The Sopranos or The Walking Dead, discover the management wisdom of characters in popular TV series.

  • fornerino-marianela

    Sensory Marketing: Reinventing the Customer Experience

    Published on 19 April 2017

    How can images, sounds, smells, touch and taste impact a customer’s intention to purchase?

  • research on Contextual Television Advertising

    Research: Questioning the Effectiveness of Contextual Television Advertising

    Published on 28 February 2017

    As businesses and marketing go digital, companies have to track the effectiveness of their advertising across many channels. The growth of online transactions has made website conversions an essential factor for many businesses. Thanks to detailed...

  • research on logo makeover perception

    Time for a Logo Makeover? Make it a Hit!

    Published on 18 October 2016

    A logo represents a brand’s image. It highlights its values and market position. Changing your logo can be a delicate transition. How can you ensure a smooth change? In January 2014, Grenoble Ecole de Management unveiled its new logo. Caroline Cuny...