Daily Archives: Monday January 28th, 2019

Commercial Innovation
Open a new perspective for your base business

PRODUCT Innovation is a key pillar for the success of a company and hence it is required to sustainably grow the business. However, it is becoming increasingly challenging to launch successful product innovations. Hence, many businesses invest a huge amount of time and money to identify powerful innovations and often neglect the base business which…

Driving Growth with Value Reframing

Intense price-focused communication has shaped consumers’ mindset over the past decade. Advertising campaigns like Saturn’s “Geiz ist Geil (Stinginess is cool)” in Germany have made a lasting impact on consumers purchase behaviour and the absolute price of a product has developed into the key purchase criteria. On top, the industry has reinforced this trend by…