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The Football World Cup 2014
(2017)
International sporting events such as the Football World Cup constitute the ideal platform for companies to implement their target-group-specific marketing communications. Therefore, sporting event organisers sell exclusive marketing rights for their events to official sponsors. In return, these sponsors acquire exclusive opportunities to utilise the event for their own marketing purposes.
Ambush marketing is the method used by companies that do not actually hold marketing rights to an event, but still use marketing activities in diverse ways to establish a connection to it. The philosophy of ambush marketing consists of achieving conventional marketing objectives using unconventional methods. However, it creates the risk of fines or punishment, since companies that use these strategies even though they do not have sponsorship rights are violating legal requirements.
This case study introduces and analyses the marketing communications tools of sports sponsorship and ambush marketing.
Induced by a societal decision to phase out conventional energy production - the so-called Energiewende (energy transition) - the rise of distributed generation acts as a game changer within the German energy market. The share of electricity produced from renewable resources increased to 31,6% in 2015 (UBA, 2016) with a targeted share of renewable resources in the electricity mix of 55%-60% in 2035 (RAP, 2015), opening perspectives for new products and services. Moreover, the rapidly increasing degree of digitization enables innovative and disruptive business models in niches at the grid's edge that might be the winners of the future. It also stimulates the market entry of newcomers and competitors from other sectors, such as IT or telecommunication, challenging the incumbent utilities. For example, virtual and decentral market places for energy are emerging; a trend that is likely to speed up considerably by blockchain technology, if the regulatory environment is adjusted accordingly. Consequently, the energy business is turned upside down, with customers now being at the wheel. For instance, more than one-third of the renewable production capacities are owned by private persons (Trendsearch, 2013). Therefore, the objective of this chapter is to examine private energy consumer and prosumer segments and their needs to derive business models for the various decentralized energy technologies and services. Subsequently, success factors for dealing with the changing market environment and consequences of the potentially disruptive developments for the market structure are evaluated.
The purpose of this paper is to determine the relevance of social media for luxury brand management. It employs both a multi-methodological approach: After analyzing the online performance of the three luxury brands Burberry, Louis Vuitton and Gucci, the empirical research includes a survey as well as an eye tracking test executed with Tobii Studio. The findings reveal that online and social media have given luxury fashion businesses the opportunity to establish a sustainable interaction with their customers and distinguish themselves from the competition. Still, the online business holds many challenges for luxury companies to overcome. This paper gives instructions as to how social media can be effectively incorporated into a luxury company.
The management of football brands : brand identity management illustrated by Borussia Dortmund
(2017)
Despite a growing awareness of the importance of the management of trademarks at the club level, there is a significant delay regarding the professional management of the brand within the Bundesliga clubs. So far, the principles of brand identity management were rarely applied, and most clubs have given up, despite a high economic potential, the ability to create competitive advances in economic terms, but also in sports terms. In this chapter, we will study the success factors of the management of brand identity of professional football clubs from the actual case of Borussia Dortmund.
This article covers the design of highly integrated gate drivers and level shifters for high-speed, high power efficiency and dv/dt robustness with focus on automotive applications. With the introduction of the 48 V board net in addition to the conventional 12 V battery, there is an increasing need for fast switching integrated gate drivers in the voltage range of 50 V and above. State-of-the-art drivers are able to switch 50 V in less than 5 ns. The high-voltage electrical drive train demands for galvanic isolated and highly integrated gate drivers. A gate driver with bidirectional signal transmission with a 1 MBit/s amplitude modulation, 10/20 MHz frequency modulation and power transfer over one single transformer will be discussed. The concept of high-voltage charge storing enables an area-efficient fully integrated bootstrapping supply with 70 % less area consumption. EMC is a major concern in automotive. Gate drivers with slope control optimize EMC while maintaining good switching efficiency. A current mode gate driver, which can change its drive current within 10 ns, results in 20 dBuV lower emissions between 7 and 60 MHz and 52 % lower switching loss compared to a conventional constant current gate driver.
Since there is no denying that transparency is increasingly central to corporate sustainability, the purpose of this paper is a case study on a company’s attempt to be fully transparent, hence, picking up the existent scholarly conversation about uncompromising supply chain transparency. Literature so far was found to be fairly limited, but, following a trend, has been rising in numbers over recent years. Addressing these shortcomings in the methodology, an in-depth literature review about the multiple dimensions of supply chain transparency has been performed and links within supply networks stressed. On this basis, a case study by exemplary illustrating the fashion label Honestby has been drafted and the effort to become the world’s first 100 % transparent company further examined. Findings are discussed whether more supply chain transparency is desirable in any case, obstacles listed and an outlook for this kind of business model has been drawn. The research is clearly limited by the amount of scholarly literature concerning Honestby in particular. Out of this reason, magazines and journal entries are used as reference as well. Only with the extension of the topic itself to supply chain transparency and the literature review beforehand, the paper gained its necessary academic standard. Concerning implications, it needs to be mentioned that even though Honest by demonstrates to be fully transparent, it was not possible to find any public information about the degree of supplier relationship. In particular, concerning the applied control mechanisms used to exert influence and to balance out the power gradient between company and suppliers.
The purpose of this paper is to identify the potential of a fashion fTRACE (ffTRACE) application that gives transparent insight on the supply chain of a fashion item. The research methodology applied to this purpose is a literature review examining academic references. The key findings of this paper are that information plays a major role in the consumer decision process and is therefore beneficial to the demand for sustainable products. Given the right information content in a transparent, credible and understandable way is important. It is found that the functions of such an application would be able to satisfy this consumer demand and therefore has the potential to raise the sales of a sustainable company as well as increase the brand’s awareness and improve its image. While mainly indicating the potentials of the ffTRACE application, their relevance is not examined in this paper.
This study focuses on the different roles of social media for the promotion of a sustainable lifestyle, behaviour and consumption, especially with regard to the typically non-ethical fashion industry. Research findings include eight roles of social media influencing a sustainable consumption contrary to prior research naming one to five impacts. Results show that social media educates and engages the young and ethically interested target group besides increasing supply chain transparency and brand or theme awareness. Furthermore, social media provides a platform for organisations’ relationship management and social interaction since users get empowered to share experiences which leads to a higher level of trust.
The purpose of this paper is to investigate the use of sustainable closed-loop supply chain of the fashion brand Filippa K. Information on green fashion has been gathered and a case study approach on the fashion retailer
Filippa K conducted. Results show a switch in knowledge content between a fast fashion supply chain and a sustainable supply chain. Also there is an evolution in sustainability as companies, retailers, and manufactures suffer under pressure from the customers, governments, and the media. Sustainable fashion brands like Filippa K are interested in sharing precise knowledge on variety of aspects linked to the sustainable closed-loop supply chain. This research paper has been limited by less information and unexplored topics in the theme green fashion. This led to the personal critical disputation with the brand Filippa K.