Vlerick Expertise in Marketing & Sales


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  1. Brand

    Putting consumer behaviour under the spotlight

    The Vlerick study looks at the impact of goal-based brand labelling on consumers’ choice and choice satisfaction. The researchers also analyzed how far brand name (goal based labelling) influenced how certain consumers were that they made the right choice given their consumption goal.

  2. Butterfly

    From caterpillar to butterfly

    Increasingly, instead of just offering products or services, companies are integrating different products, services and technologies to provide solutions that are specifically designed to respond to customer demands and requirements. However, transforming from a product or service provider to a genuinely customer-centred solution provider implies re-aligning the entire organisation.

  3. IAB Europe

    Online Jobs Boost Europe’s Competitiveness

    A new study published by Vlerick Business School carried out on behalf of IAB Europe reveals that Europe’s digital economy has the potential to generate an additional 1.5 million jobs. Based on 2010 figures for employment income, the study estimated the economic value of the internet sector in the EU to be €119.8 billion, or about 1 per cent of GDP. The internet sector employs 3.4 million people, approximately 1.6 per cent of the EU’s total working population.

  4. Case study

    Value added services at ABC Industries

    These two cases are part of a case series. These cases highlight how important it is to factor the needs of the customers in developing and commercializing value-added-services.

  5. Atlas Copco

    Distributor management at Atlas Copco

    Atlas Copco is a world renowned engineering organisation known for its quality, innovative products. Split up into three main business areas, this particular case deals with one of the business areas, Construction and Mining Technique (CMT).

  6. Help for marketing researchers formulating questionnaires

    Help for marketing researchers formulating questionnaires

    When constructing a scale or selecting multi-item measures for use in a questionnaire, marketing researchers face a dilemma: Should they include reversed items, or should they rely exclusively on items that are all worded in the same direction?

  7. B2B Brand Architecture: Building and sustaining customer trust

    B2B Brand Architecture: building and sustaining customer trust

    The importance of branding and brand architecture is well established in business-to-consumer (B2C) settings. But in business-to-business (B2B) settings, managers tend to believe that personal selling is the key, and brand building tends to be overlooked.
    However, authors Steve Muylle, Niraj Dawar and Deva Rangarajan argue that B2B branding and personal selling should be seen as complements, rather than as an either/or choice.

  8. picture of graphs

    Sales people would not recommend their company or job to others

    In general, people performing a sales function are quite satisfied. However, they would not recommend their company to others looking for a sales job. This is the surprising conclusion of a recent study on sales force effectiveness conducted by Professor Deva Rangarajan, head of the Sales Management Forum at Vlerick Business School. The findings are based on qualitative interviews with both senior sales executives and sales people in the field from over 40 companies, combined with a quantitative online questionnaire.

  9. The Resourceful Paradox

    The Resourceful Paradox

    The cost of failing to react to competition can be exceptionally high: challengers often topple market leaders. An examination of how resources influence the way managers weigh up competitors suggests companies need to remain vigilant if they are to fight back effectively.

32 results Number of Results per Page