Alle theorien
18 important questions on Alle theorien
Explain the innovation and learning strategy?
Market uncertainty: will consumers understand it?
Give 4 ways how you can manage market information?
2. Trial & Error, design thinking
3. Sales/pos data
4. Laboratorium, involve customers
Explain the phases of the historic evolution of strategic models?
1975-1985: brand focus
1985-1995: industrial development
1995-2000: financial holdings
2000-today: branding & crosschanneling
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Explain the 1st phase 1965-1975?
- dominated by couturier in italy/france
- focus on originality and style
- still much home mode
- top/down diffusion
Explain the 2nd phase 1975-1985?
- US workwear manufacturing & US sales and marketing function
- GAP 1969 adopts bottom-up instead of top-down segmentation
- Borning of marketing
- Denim and workwear became populair
- Market orientation
Explain the 3rd phase 1985-1995?
- increasing scale and scope > brand extension/licensing
- globalization of markets and production
- open markets, free handel
- automation
- increasing professionalization
Explain the 4th phase 1995-2000?
- increasing power of retailers
- vertical integration
- outsourcing of products
- focus on bottom line and turnover
Explain the last phase 2000-today?
- new future skills
- multi channels
- new luxury
- sustainability
- strong development of asian markets
- disappearance of family-owned business
How can you make sure that the customers will come back to your company? AIM CONTROL
2. make long-term contracts with suppliers
3. make sure that the suppliers does what you want
Explain electronic Data integration?
- They know what they sold because of codes
- system integration
- qualitative information exchange
What is fashion for Morand 2007?
What are the consequences for business?
- high unpredictability of markets
- flexibility more important than planning
- high reliance on emotional and symbolic values
What is a cultural gatekeeper?
Explain the trickle up theory and give an brand example?
- focus on individualism and the self
- sub-cultures became more importance
- verzetten van jezelf tegen iedereen (punk)
Explain the trickle across theory and give an brand example?
- sub-cultures accepted and becomes part of the fashion system
- identity with different communities
- its not who you are but what you can share
What is the value proposition from strategy?
Explain the strategy traditional, interactive and socio cult?
Interactive: focus on relationships > goal: loyalty: bind consumers
Socio Cult: focus on context > Goal: credibility: become an icon
Treacey & Wiersema and marketing, explain cost leaders, product leaders and customer intimacy?
Product leaders: designers/sport-tech > interactive market
Customer intimacy: cool tribal brand > socio cult marketing
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