Vlerick Expertise in Marketing & Sales

Within the management domain of Marketing & Sales, Vlerick's faculty and researchers work on the following topics: branding, consumer behaviour, e-business & internet marketing, market strategy & innovation, retail & trade marketing, sales management and services marketing. 

Vlerick experts translate knowledge into fundamental and applied research, specialist training programmes, management advice and networking amongst marketing & sales professionals. In addition to conducting research that contributes to fundamental academic knowledge, we conduct practice-based research for businesses. In this section you can find an overview of all our expertise in Marketing & Sales. Below you will find articles, videos and podcasts relevant for you as Marketing & Sales professional.

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  1. Capture the value you deserve

    The latest collaborative piece of research undertaken by PwC and Vlerick focuses on how companies engaged in ‘B2B2C’ relationships manage the power game with their channel partners. It questions how suppliers can reinvent their relationship with channel partners to spur profitable growth.

  2. How can B2B organisations engage consumers through the use of digital technology?

    B2B organizations are increasingly considering the use of digital technology to engage end-consumers. However, capturing value from such engagements requires a different approach than mere interactions with business customers. The Consumer Engagement Framework includes six types of consumer engagement, and provides a useful basis for any B2B organization to assess its current consumer engagement initiatives as well as to identify how these efforts can be reinforced, supplemented or integrated to enhance the scope and impact of the organization’s digital initiatives.

  3. Do online auctions adversely affect quality or not?

    Electronic reverse auctions are becoming increasingly popular. However, the emphasis on price means they could stand in the way of a lasting relationship between the buyer and the supplier, with all the associated consequences. A team which included Professor Steve Muylle and post-doctoral researcher Willem Standaert has examined whether this is the case and if so, how it is possible to guarantee honest communication between buyers and suppliers.

  4. What do Millennials expect from their bank?

    By 2030, the purchasing power of the so-called Millennials will be greater than that of all other consumer groups put together. In order to be able to better meet the needs and fulfil the expectations of this young generation, it is vital that we better understand them. On behalf of Prime Foundation Partner Belfius, Vlerick Business School studied what Millennials expect from the interaction with their bank.

  5. Digital strategy at Merck Sharp & Dohme

    The case takes us back to October 2009, and presents a key strategic challenge facing the senior management at Merck Sharp & Dohme (MSD) BeLux: crafting the organisation’s digital strategy for the marketing and sales of its human health products in Belgium and Luxembourg.

  6. An engaged customer is a return customer

    Engaging customers with your firm is good for business. You can even go as far as having the customer do part of the job – like using the self-scan in the supermarket. But how do you encourage and manage this effectively? And are there any pitfalls?

  7. Hello bank! The birth of a mobile bank

    The case takes us back to June 2013, a few weeks after the BNP Paribas Group, a leading bank in the Euro zone, had introduced an innovative mobile retail bank - 'Hello Bank!' - in Belgium and Germany, with France and Italy set to launch later that year. We follow the reasoning behind the development of Hello bank! and offer insight into why the Group’s senior management gave the utmost strategic priority to this project.

  8. Taking a fresh look at consumer choice

    The range of products on display in supermarkets and local shops is split up into various different aisles according to product type: vegetables and fruit, dry goods, drinks, etc. On the shelves of each of these aisles, products are grouped by category: soft drinks, water, wine, and so on, and within each category, are mostly displayed by brand. As consumers, we are familiar with this traditional layout. But what happens when you group products differently?

  9. Online music consumption and ethics

    In recent years, the popularisation of the World Wide Web and the rise of mobile music hardware have intensified online music piracy. Prof Dr Bert Weijters, Prof Dr Frank Goedertier and Sofie Verstreken have published an academic research study that examines music consumption preferences in today’s new context in which consumers face a myriad of music platforms with diverse business models and delivery modes. Counter-intuitively, the results show that consumers do prefer legal and ethical options, if available – but they favour different ways of making this economically viable.

  10. Employees can make (or break) a brand

    Employees’ commitment to a brand increases when they know how they can contribute to brand equity. And management actions – from small issues like free coffee, to large issues like mass layoffs – affect employees’ feelings towards their company/brand. So, an organisation should view almost any employee-related policy or resource decision as a branding issue.

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