Media

We invest a significant amount of time and effort in developing new insights about consumers and customers, in understanding markets and industries, and in advancing management practices and thought leadership in strategy, innovation, and marketing.

Year of Publication
2014 - 2013
2012 - 2011
2010 - 2009
2008 - 2007
2006 - 2005
2004 - 2003
2002 - 2001
2000 - 1991
//2014//
The Always-On Consumer 2014 Report
The Always-On Consumer 2014 Report
by Erich Joachimsthaler, Dr. Markus Zinnbauer, Agathe Blanchon-Ehrsam, Tobias Honer
February 13, 2014
//2013//
Verbraucher involveren
Verbraucher involveren
by Roland Bernhard and Nadia Eggmann
October 2013
Lernen von Obama (Learnings from Obama)
Lernen von Obama (Learnings from Obama)
by Zinnbauer, Markus & Sachsenhofer, Wolfgang
October 2013
Driving New Growth Through Big Data
Driving New Growth Through Big Data
by Erich Joachimsthaler
September 2013
Digitalen Erfolg steuern
Digitalen Erfolg steuern
by Markus Zinnbauer and Sebastian Warnke
March 2013
Erfolgsstrategien in der digitalen Transformation (Success Strategies for the Digital Transformation)
Erfolgsstrategien in der digitalen Transformation (Success Strategies for the Digital Transformation)
by Dr. Markus Zinnbauer and Konstantin Schaller
February 2013
“Why Social Currency becomes a Key Driver of a Firm’s Brand Equity – Insights from the Automotive Industry”, in: Long Range Planning, Vol. 46, Issue 1-2, pp. 125-148.
“Why Social Currency becomes a Key Driver of a Firm’s Brand Equity – Insights from the Automotive Industry”, in: Long Range Planning, Vol. 46, Issue 1-2, pp. 125-148.
by Lara Lobschat, Markus Zinnbauer, Florian Pallas, and Erich Joachimsthaler
February–April 2013
//2012//
Gaining the Edge Through Social
Gaining the Edge Through Social
by Irmela Schwab
December 2012
Social an die Front Rücken
Social an die Front Rücken
by Irmela Schwab
December 2012
“Building a Better Business: Using Social Currency to Grow in Today’s Hyper-Connected World”
“Building a Better Business: Using Social Currency to Grow in Today’s Hyper-Connected World”
by Erich Joachimsthaler
Winter 2012-2013
DemandFirst: Wie man<br> erfolgreich für Kunden innoviert (DemandFirst: How to innovate successfully for customers)
DemandFirst: Wie man
erfolgreich für Kunden innoviert (DemandFirst: How to innovate successfully for customers)
by Erich Joachimsthaler, Kristina Stroedter, and Markus Zinnbauer
February , 2012
Soziale Mechanismen im Vertrieb: Wie man die neuen Technologien nutzt, um die Kunden zu erreichen (Social mechanics in Sales: How to use new technologies to reach your customers)
Soziale Mechanismen im Vertrieb: Wie man die neuen Technologien nutzt, um die Kunden zu erreichen (Social mechanics in Sales: How to use new technologies to reach your customers)
by Markus Zinnbauer
February , 2012
Stay Relevant and Win Customers
Stay Relevant and Win Customers
by Jorge Aguilar and Lexi Mele-Algus
March, 2012
What’s the Right Entry Point for Emerging Markets?
What’s the Right Entry Point for Emerging Markets?
by Erich Joachimsthaler
April, 2012
Gibt es eine Erfolgsformel für Innovation? (Is there a success formula for innovation?)
Gibt es eine Erfolgsformel für Innovation? (Is there a success formula for innovation?)
by Markus Zinnbauer and Kristina Strödter
July, 2012
The five Rs of innovation
The five Rs of innovation
by Jorge Aguilar and Philip Ryan
August, 2012
China’s Missing Middle
China’s Missing Middle
by Erich Joachimsthaler
September, 2012
Der Vivaldi unter den Kundenentdeckern (Vivaldi Among the Client Explorers)
Der Vivaldi unter den Kundenentdeckern (Vivaldi Among the Client Explorers)
by Erich Joachimsthaler
November, 2012
Social an die Front Rücken (Moving to the Front Socially)
Social an die Front Rücken (Moving to the Front Socially)
by Irmela Schwab
November, 2012
//2011//
How Brands Can Create Social Currency
How Brands Can Create Social Currency
by Markus Zinnbauer and Tobias Honer
May, 2011
Leading Brands in Digital Information Overflow
Leading Brands in Digital Information Overflow
by Erich Joachimsthaler
July 2011
//2010//
Vivaldi Partners Social Currency
Vivaldi Partners Social Currency
by Vivaldi Partners
May 2010
Can Old Media Enhance New Media?
Can Old Media Enhance New Media?
by Markus Pfeiffer and Markus Zinnbauer
May 2010
Decoding Demand Opportunities
Decoding Demand Opportunities
by Erich Joachimsthaler and Markus Pfeiffer
May 2010
//2009//
Was bleibt nach 20 Jahren Markendifferenzierung?
Was bleibt nach 20 Jahren Markendifferenzierung?
by Erich Joachimsthaler
Absatzwirtschaft, April 2009
//2008//
Print Your Own Money
Print Your Own Money
by Barry Nalebuff and Ian Ayres
Forbes, January 7, 2008
//2007//
Room To Grow
Room To Grow
by Erich Joachimsthaler
Marketing Management, November/December 2007
Consistent Brand Equity Management for More Effectiveness in Brand Communication
Consistent Brand Equity Management for More Effectiveness in Brand Communication
(Published in German)
by Markus Pfeiffer and Markus Zinnbauer
in: Handbuch Markenkommunikation (Hrsg.: Arnold Hermanns, Tanja Ringle, Pascal C. van Overloop)
Verlag Vahlen, München, November 2007
The Economic Importance of Brands- Seven Reasons Why Brands Really Matter
The Economic Importance of Brands- Seven Reasons Why Brands Really Matter
by Clamor Gieske
British Brands Group, 2007
Experiment
Experiment
by Barry Nalebuff and Ian Ayres
Forbes, September 3, 2007
Our Objective Must be to Substantially Change the Consumers’ Lives
Our Objective Must be to Substantially Change the Consumers’ Lives
(Published in German)
Interview with Erich Joachimsthaler
Absatzwirtschaft, August 1, 2007
Capturing the Ecosystem of Demand
Capturing the Ecosystem of Demand
by Erich Joachimsthaler and Agathe Blanchon-Ehrsam
Advertising Age, June 2007
Making the Most of Customers
Making the Most of Customers
by Erich Joachimsthaler
Leading Ideas, April 17, 2007
Optimally Integrated?
Optimally Integrated?
(Published in German)
by Markus Pfeiffer and Mark Mangold
Absatzwirtschaft, March 12, 2007
//2006//
Profitable Growth Through Simple Answers
Profitable Growth Through Simple Answers
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, 2006
//2005//
Power-Brands for the Next Generation
Power-Brands for the Next Generation
(Published in German)
by Erich Joachimsthaler and Markus Pfeiffer
Absatzwirtschaft, October 2005
Benchmarking Your Staff
Benchmarking Your Staff
(Published in German)
by David J. Collis and Michael Goold
Harvard Business Review, September 2005
Brand Key Performance Indicators as a Force for Brand Equity Management
Brand Key Performance Indicators as a Force for Brand Equity Management
by Markus Pfeiffer and Joel Rubinson
Journal of Advertising Research, June 2005
Brand-New World
Brand-New World
by Kurt Badenhausen
Forbes, June 2005
The Ups and Downs of the Germany Brand
The Ups and Downs of the Germany Brand
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, May 2005
//2004//
Do Brands Have to Deny Their Origins From Now On?
Do Brands Have to Deny Their Origins From Now On?
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, October 2004
Is the Brand Architecture Concept Still Timely?
Is the Brand Architecture Concept Still Timely?
(Published in German)
by Erich Joachimsthaler and Markus Pfeiffer
Absatzwirtschaft, March 2004
The End Justifies the Means
The End Justifies the Means
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, March 2004
//2003//
Brand Germany Final
Brand Germany Final
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, 2003
Brand Synthesis: The Multidimensionality of Brand Knowledge
Brand Synthesis: The Multidimensionality of Brand Knowledge
by Kevin L. Keller and M. Campbell
Journal of Consumer Research, September 2003
Brand Equity Dilution
Brand Equity Dilution
by Kevin L. Keller
MIT Sloan Management Review, Fall 2003
Brand Familiarity and Ad Repetition Effects
Brand Familiarity and Ad Repetition Effects
by Kevin L. Keller
Journal of Consumer Research, September 2003
Determining the Value of a Brand
Determining the Value of a Brand
by Jeffrey Parkhurst and Laurie Giandomenico
New York Law Journal, May 2003
How do you Create Growth by Being Contextually Relevant?
How do you Create Growth by Being Contextually Relevant?
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, May 2003
//2002//
Getting the Most Out of Your Branding Effort
Getting the Most Out of Your Branding Effort
(Published in German)
by Erich Joachimsthaler
Markenartikel, November 2002
Employees: The Forgotten Target for Brand Success
Employees: The Forgotten Target for Brand Success
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, November 2002
Three Questions You Need to Ask About Your Brand
Three Questions You Need to Ask About Your Brand
by Kevin L. Keller and S. Sood
Harvard Business Review, September 2002
Brands Matter - An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value
Brands Matter - An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value
by Thomas Madden, Frank Fehle and Susan M. Fournier
HBS Press, Summer 2002
The Smaller, the Better
The Smaller, the Better
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, August 2002
The Effects of Brand Expansions and Ingredient Branding Strategies on Host Brand Extendibility
The Effects of Brand Expansions and Ingredient Branding Strategies on Host Brand Extendibility
by Kevin L. Keller, B. Sternhal and A. Tybout
Journal of Marketing, January 2002
//2001//
Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands
Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands
by Kevin L. Keller
MSI, 2001
When Industries Change: The Future of Higher Education
When Industries Change: The Future of Higher Education
by David J. Collis
Continuing Higher Education Review 65, Fall 2001
Building Brands in a Post-Mass-Media Age
Building Brands in a Post-Mass-Media Age
(Published in German)
by Erich Joachimsthaler and David Aaker
Franz-Rudolf Esch (Editor)
Moderne Markenführung Gable Verlag Wiesbaden, October 2001
The Evolution of Intra-Industry Firm Heterogeneity: Insights from a Process Study
The Evolution of Intra-Industry Firm Heterogeneity: Insights from a Process Study
by David J. Collis and T. Noda
Franz-Rudolf Esch (Editor)
Academy of Management Journal 44, August 2001
//2000//
The Brand Relationship Spectrum
The Brand Relationship Spectrum
by David A. Aaker and Erich Joachimsthaler
California Management Review, Vol. 42, Nº 4, Summer 2000
Top Brand Strategies: Creating and Protecting Brand Value
Top Brand Strategies: Creating and Protecting Brand Value
(Published in German)
by Erich Joachimsthaler
Absatzwirtschaft, May 2000
The Brand Report Card
The Brand Report Card
by Kevin L. Keller
Harvard Business Review, January 2000
//1999//
The Lure of Global Branding
The Lure of Global Branding
by David A. Aaker and Erich Joachimsthaler
Harvard Business Review, September 1999
//1998//
Creating Corporate Advantage
Creating Corporate Advantage
by David J. Collis and Cynthia A. Montgomery
Harvard Business Review, May 1998
//1995//
The Right Game: Use Strategy Theory to Shape Strategy
The Right Game: Use Strategy Theory to Shape Strategy
by Barry Nalebuff and A. Brandenburger
Harvard Business Review, July 1995
Competing on Resources: Strategy in the 1990s
Competing on Resources: Strategy in the 1990s
by David J. Collis and Cynthia A. Montgomery
Harvard Business Review, July 1995
//1991//
Should You Take Your Brand to Where the Action Is?
Should You Take Your Brand to Where the Action Is?
by David A. Aaker
Harvard Business Review, September 1991
Building Strong Brands Without Mass Media
Building Strong Brands Without Mass Media
by David A. Aaker and Erich Joachimsthaler
Harvard Business Review, January 1991
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