Author: Anja Janoschka

Prof. Dr. Anja Janoschka leitet das Forschungsprojekt "B2B & Social Media". Sie ist Dozentin und Leiterin der Studienrichtung Kommunikation & Marketing sowie des CAS Marketing Communication und des CAS International Marketing & Communication.

Surprise! Making online communication personal

 Author: Philipp Bircher Online communications is the perfect way to get in touch with your customers – it’s fast, it’s easy and supposedly the best method to reach a broad client base. Meanwhile, some would say that it is also very anonymous and lacks the personal touch which is such a crucial factor in doing business. Really? That communicating online can be quite a different story becomes obvious when watching the example of the Royal Dutch Airline KLM. In fact, …

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Chinese Art of Cunning – The 36 Strategeme

Author: Kimberley Jeker The 36 stratageme are a set of powerful Chinese aphorisms embodying the essence of the ancient Chinese Art of Cunning. “Swiss negotiate inefficiently – Chinese effectively and purposely make usage of their traditional thousand year old art of cunning”. First mentioned about 1,500 years ago, the 36 Stratagems were committed to paper around 500 years ago, and have gained in popularity in Chinese business circles since the 1990s, I have read. The books were a long time …

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The challenges of location promotion

Authors: Michael Domeisen, Doris Kündig, Colette Richter Worldwide there are approximately 4000 location promotion agencies and offices trying to attract international operating businesses and organizations to open up branches in their specific areas. According to OSEC Switzerland is The international Management Gateway to Europe. More than 800 North American companies with a presence in Switzerland are located in the main business regions between German, French and Italian speaking Switzerland. The biggest challenge of location promotion for a region is attracting …

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Strategic Selling in Asia

Authors: Philipp Bircher, Daniela Jenni, Michael Domeisen Henry Reust, Senior Vice President at Schindler Management Ltd. brings years of experience in the Asian market. He shares his knowledge of strategic selling and sheds light on some crucial questions such as the way to confront rising customer expectations or general trends in strategic selling. [youtube http://www.youtube.com/watch?v=p-w6idk_HmU&w=530&h=297]

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How to become an extremely successful chemical company?

Author: Manuel Blunier Photo: Chemische Fabrik Schärer & Schläpfer AG Nowadays small chemical producers face immense challenges. The chemical industry is in continuous upheaval due to the growing competition from Far East. In addition, raw material prices are tremendously volatile. Especially small Swiss companies have many more problems to tackle. High fixed costs, a strong currency and large dependence to raw material suppliers lower the profit or limit the ability to act. But why are still some of these small chemical companies …

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Social Media guidelines versus recommended procedures

Author: Colette Richter You can call it Web 2.0, the social Web or any other neologism, more and more companies and organizations do have internal social media policies to protect themselves and their brand reputation. If not, it is absolutely overdue. If your business is involved with any social media channel, it’s important that you have a set of guidelines to steer your interactions with customers, and more importantly, prevent anyone on your team from ruining your reputation. In fact …

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A&F Brand Image: Casual Clothing & Controversy

Author: Ana Ingold “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that”, said Mike Jeffries CEO of Abercrombie and Fitch. This is the business philosophy Abercrombie and Fitch has been building its apparel brand on during the last 17 years. And this lifestyle brand which is called “Casual Luxury” by insiders definitely sells. A&F have more than 5000 …

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German-Swiss tax dispute: No BATNA, no deal!

Author: Philipp Bircher Berlin-Berne, we have a problem! Well, not just one, we certainly know that. But there’s one controversial subject that outshines all the others at the moment: the dispute over non-taxed funds of German citizens in Swiss banks. In a nutshell: The German government accuses Swiss banks to be a shelter for German tax offenders. This is mainly due to the perception of Switzerland as a “tax haven” which is based on the country’s legislation allowing banks to …

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When East meets West – Culture dimensions

Author: Colette Richter Images from “East meets West” by Yang Liu @Yang Liu Design, www.yangliudesign.com Hermann Schmidt Verlag Mainz, 2012, 9. Auflage ISBN 978-3874397339 Being responsible for several overseas markets including China, I often receive questions from staff members or friends why guests from China are like this or business people behave like that… How come people are prejudicing without knowing anything about a culture? Saying this, making certain assumptions or in other words stereotyping people, it makes sense to …

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