Morning sessions at 10:45
How technology shapes consumer behaviour
Dr Anne-Kathrin Klesse, assistant professor of marketing
Do consumers make different choices if they speak or press a button? And, would consumers purchase different items if they used an iPad or a laptop for online shopping? The growth in technology provides consumers with new ways of interacting with companies. For example, Jumbo launched an app that enables its customers to scan their products and then get them delivered to their home. Similarly, ING’s mobile banking app uses voice control mode rather than a touch interface. While it is clear that such developments are intended to make consumers’ every-day life more convenient, it is less obvious how they influence consumer judgment and decision-making. In this masterclass, you will explore insights from academic research on how technological advances shape consumer behaviour.
The effect of price-fairness concerns on price discrimination
Dr Alina Ferecatu, assistant professor of marketing
Can consumers’ concerns about price fairness limit the degree of price discrimination? Consumers are increasingly aware of firms’ pricing strategies such as behaviour-based pricing or dynamic pricing. This may lead to perceptions of price unfairness. Consumers’ inequity aversion may in turn have negative consequences for the seller, as customers switch to a competitor’s product, spread negative information, or engage in other behaviours that can damage a company. Join this session to learn marketers’ challenges when faced with fair-minded consumers.
How to design great customer experience
Dr Christophe Lembregts, assistant professor of marketing
How can companies gain and sustain competitive advantage in an increasingly competitive environment? Companies such as Starbucks, Netflix and Spotify have realised that a crucial source of competitive advantage lies in the provision of a compelling customer experience. But what are the psychological factors that drive a great customer experience, and how can you apply them to companies? Combining insights from both theory and practice, this masterclass will identify some general principles that help designing better customer experiences.
Afternoon sessions at 13:00
Advances in sports analytics and lessons for management
Dr Otto Koppius, assistant professor of decision and information sciences
What can managers in various industries learn from sports analytics? Ever since the publication of ‘Moneyball’, the use of big data and analytics has swept throughout professional sports, as the high-value stakes and the ever-present need to outperform competitors forces sports organisations to search for continuous performance improvements. Drawing on examples from sports, you will learn how analytics can uncover winning tactics on and off the field, helps to prevent athletes’ injuries and improve their fitness, and how it assists in improving talent development.
Businesses as a force of positive change
Dr Lonneke Roza and Prof. Lucas Meijs, professor of strategic philanthropy and volunteering
What is corporate community involvement? And how can companies work with community organisations to be a force for positive change? Our society is facing growing grand challenges such as poverty, climate change and inequality on local, regional, national and even global levels. Fortunately, there is also a growing philanthropic and private ‘energy’ focused on improving the world. This creates opportunities for future generations. In this session, you will explore the role of the corporate sector in developing and supporting solution for this complex issues through their corporate citizenship: community involvement.