Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective …

Op verzoek van de drie Noordelijke provincies is een nulmeting uitgevoerd van de online bekendheid van het merk TopDutch, een merk eerder gebruikt voor de werving van bedrijven naar Noord-Nederland. Gegevens over zoekgedrag, websitebezoek en sociale media zijn geanalyseerd en samengevat in een dashboard …

Interactivity has become a crucial aspect of marketing. It allows companies to connect with their customers, often resulting in positive outcomes. Based on a literature review, this chapter discusses ten of the most pioneering tools used in interactive marketing. First it will be explained how each tool …

The following research project was designed to increase brand recognition and awareness for Lagerwal, a vibrant new beer garden and venue for cultural events located in Amsterdam North. Lagerwal wants to establish itself in Amsterdam's vibrant hospitality scene and aims to target millennials (23-35) …

Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability-driven companies can best advertise their products to stimulate …

At first glance, Public Sector Innovation (PSI) Labs are gaining prominence within academic literature, the European Union (EU) and beyond. However, because of the relative newness and conceptual ambiguity of this concept, the exact contribution of these labs to theory and practice is still unclear. …

In het werving- en selectieproces proberen organisaties in eerste instantie zoveel mogelijk geschikte kandidaten te laten solliciteren (een marketing/ branding probleem) om daaruit dan de meest geschikte kandidaat te kiezen (een selectieprobleem). Het is wettelijk verboden om bij het selecteren van kandidaten …

In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent …

Service robots provide retailers with new opportunities to innovate their in-store service offerings. Despite advances made in the fields of human-robot interaction, information systems, and marketing, there is relatively little known about how to apply a service robot in retailing. In this paper we …

Campuses are increasingly positioning themselves as attractive locations for businesses. This research studies how this plays out in Amsterdam. We conclude that there is currently much fragmentation in efforts to position the campus landscape as business location, and provide some policy recommendations …