De Laatste Loodjes.ppt

2005 May 26 EMAC May 2005 Milan De Laatste Loodjes Presentation Laatste Loodjes: December BABES 2001 – 2005; december 2006 Dr. JURG ?! Dissertation Content : 30 Minutes (Feedback on Concept EMAC Presentation 2006) Dissertation Process: 15 Minutes Questions : 15 Minutes Gap in branding research knowledge Systematic problem identification (Ackoof, 1978; Yadav Karonkanda, 1985; Chapman, 1989; Butler, 1995; Gibson, 1998) Soft, messy problems (Chapman, 1989; Checkland Scholes, 1990/2005; Hackley, 1999; Zikmund, 2003; Zaltman) Effects of decisions (Yadav Karonkanda, 1985; Davis Moe, 1997; Durgee, O’Connor Veryzer, 1999; Desai, 2002) Use of metaphors (Arndt, 1985; Callingham Baker, 2001; Morgan; Lakoff Johnson; Zaltman; O’Malley Patterson, 2005) Systems constellations technique Clears overview of complex interrelationships and stimulate changes (Gminder, 2005) Produces visual information, complementary to verbal information (Franke, 1996) Improves clients’ self-image and psychic state (H?ppner, 2001) Experiences of stand-ins are very significantly determined by their positions and not by their individual life stories (Schl?tter, 2005). Main steps in systems constellations Interview Projection Modification Vision Interview phase First part of Projection phase: person  Second part of Projection phase: position Intermediate part of the Projection phase  End of the Projection phase Brand application logic Brand-as-a-person metaphor (Seguela, 1982; Aaker J.) Brand positioning / mapping (Kotler, Aaker, Keller) Brand systems thinking (Mintzberg, 1998; Keller, 2002; Aaker, 2004; Franzen Van den Berg, 2003; Van der Vorst, 2004) Explorative dissertation aim How useful (accurate, reliable, and valid) do marketing experts judge the application of the systems constellation technique to identify branding problems? Explorative EMAC 2006 paper aim How valid do marketing experts judge the 2004 forum branding constellations to identify branding problems? E