Vlerick Expertise in Marketing & Sales

 

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  1. How do salespeople try to sell in times of Corona?

    The Covid-19 pandemic does not only affect businesses in general, but also the sales organisation. In this Business Watcher video, Visiting Professor Deva Rangarajan shares insights from a survey on how sales professionals are trying to do business in Corona times and what it means for the future of the sales profession.

  2. Business Today: A Red Queen’s Race

    Do you remember Wonderland? It’s the setting for Lewis Carroll’s 1865 children’s novel, Alice in Wonderland. It’s a land where nothing is as it seems and where the rules change constantly. And who has the power to change the rules of the game. The Red Queen. But what does a land that was invented have to do with business today? Quite a lot, actually! The unpredictable rules of Wonderland are often used as a metaphor for today’s turbulent business environment.

  3. White paper: What is the right price?

    What is the right price?

    Pricing matters. It’s one of the most critical drivers of profit in any company. Yet it is one of the least understood. And as a business skill, the capacity to set prices strategically is also one of the most undervalued. Too often, business managers rely on gut feeling, on assumptions, past experience, experiments or simple cost-plus models to set prices.

  4. Vlerick white paper Seven things that brilliant product managers do (and how to learn them)

    Seven things that brilliant product managers do (and how to learn them)

    When you were eight years old, what did you want to be when you grew up? Did you have a dream job in mind? It’s rare to meet a product manager who says that it has always been their dream job. Yet when you get to it, being a product manager is one of the most exciting and rewarding professional roles you could ever embrace. It’s a role where you can take ownership, gain the respect of your colleagues and peers – and lay the foundation for a successful career.

  5. Customer Innovation - second edition

    How do you innovate with a focus on the market?

    2014 saw the publication of the first edition of Customer Innovation by Professor Marion Debruyne. The second edition, written in collaboration with Professor Koen Tackx, was published last month. “Because things have been busier for me recently and Koen was already making extensive use of Customer Innovation in his lessons, I asked him to come on board,” Marion explains, “and then it became a joint project.” Marion and Koen explain what you can expect from this new publication, which comes highly recommended, even for those who have already read the first edition.

  6. Online and personal advice service

    The “James” Banking Experience - robots taking over from humans for investment advice?

    In view of data-driven and customer-centric user experiences becoming ever more important, BNP Paribas Fortis developed ‘James’, an online and personal investment advice service that is both human and digital. Since the launch in 2009, the James’ customer base expanded from 20,000 to 100,000. This case study analyses the implications of using digital technologies for customer interactions in retail banking.

  7. When Customer Journey Thinking Meets Cost-Risk Analysis

    Name the first thing that comes to mind when you hear ‘marketing’. Is it getting your product or service noticed? Attracting potential buyers? Closing a sale? Designing your packaging? It’s all of that indeed, but the essence of marketing should always be … your customer.

  8. 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.

  9. 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.

  10. 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.

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