A Platform for Publishing Insights by Leuphana Students
by Mia Thiele, Leuphana University of Lüneburg, Germany. Never before have consumers had as much access to information about brands as they do today. Through growing transparency because of digitalisation, consumers can easily gain information about brands online and compare them, reducing firms’ control over their brand perception. Brands need to avoid any mistakes or … Continue reading The importance of Marketing in times of Digitalisation and Sustainability: insights from the case of Aesop
by Riccarda Keis, Leuphana University of Lüneburg, Germany. This blog post builds directly on my previously written e-book chapter on Shein (linked below). All academic sources and citations can be found in that chapter. In this blog post, I solely summarize my own compiled content. Hey everyone, I bet most of you are using social … Continue reading Digital efficiency without responsibility? What Shein teaches us about the need for sustainable management
by Emine Jaeger, Leuphana University of Lüneburg, Germany. Can fast fashion ever be truly sustainable? That is a question I often ask myself when I see the latest “Conscious Choice” Item in my nearest H&M store. Within a world of rapid changes and markets that are becoming more and more saturated the topic of sustainability … Continue reading Between Competitive Advantage and Ethical Accountability: Sustainability in Marketing in the Case of H&M
by Hanna Garbe, Leuphana University of Lüneburg, Germany. Why Chanel Demonstrates that Good Management Is Timeless In a fashion industry that is dominated by publicly traded groups and short-term return expectations, one certain fashion house stands out: the enduring legacy of Chanel. The brand has become more than a label; it has become a benchmark for how … Continue reading Chanel and the Art of Long-Term Management: Why Independence Creates Timeless Success
by Amelie Schröder, Leuphana University of Lüneburg, Germany. Everyone is confronted with adverting everyday. It doesn’t matter whether it is in print media, social media, or TV ads. In this blog post, I want to focus on advertising using social media. Big brands use influencer cooperations, but have you ever thought whether there are other, … Continue reading Is classical advertising ineffective in times of social media?
by Sophie Glaser, Leuphana University of Lüneburg, Germany. Generative AI has made creative work feel instant. You type a prompt, and within seconds you get an image draft, a few variations, or a quick edit that used to take real time and software skills. That shift is exciting, but it also puts pressure on companies … Continue reading Generative AI vs. Adobe: Disruption or Smart Adaptation?
by Lennart Brunstein, Leuphana University of Lüneburg, Germany. Are you thinking about starting a startup, joining one, or studying in that direction? In this post, I will introduce the Entrepreneurship module in my study programme through the beverage startup “Craft Circus GmbH”. Entrepreneurship isn't just about starting a company. You can apply the theory in … Continue reading How a Berlin startup is rethinking Christmas markets – an entrepreneurship perspective
