gfm insights Archives

Research series 5/23

25. October 2023

Research Series 5-23 “Luxury in Transition More than ever, luxury is on the move and changing. Existing things seem to lose their anchor and require a contemporary interpretation. Second-hand is gaining a secure place in the sales of luxury brands. Transparency along the value chain replaces the mysterious black box. Digital is becoming the new … read more

Research series 4/23

12. October 2023

“The future of personalization: how AI is revolutionizing marketing” Artificial intelligence (AI) is fundamentally and sustainably challenging and changing current marketing practices. Increasing pressure on companies regarding AI development requires companies to become more agile and open to AI. Check out the full research series on this in the members area.

Research Series 3/23 Sustainable Consumption

16. June 2023

Prof. Johanna Gollnhofer from the University of St.Gallen explains sustainable marketing in two minutes #2minutes_marketing: What is sustainable marketing? – YouTube. Johanna Gollnhofer makes the following statement on the subject of «sustainable consumption»: «Our consumer society is one of the main drivers of the climate crisis. Focusing on sustainability in consumption is a central step … read more

gfm Research Series 2/23 “Let’s Collect, Connect and Correct the Dots!”

01. May 2023

Customer experience management can provide a wide range of starting points for differentiating your own company. To do this, the focus is expanded from the individual customer contact at a touchpoint (usually the purchase) to the totality of all interaction points that occur in the course of the customer journey, from the search phase to … read more

Metawhat?

28. March 2023

Study “Metawhat?” For the majority of Swiss people, the metaverse is still a relatively abstract concept. Only one in ten people say they understand the metaverse very well. In general, there is great curiosity about the Metaverse. At the same time, many are still confused and one in five even feels scared. The study “Metawhat?” … read more

gfm research series 2/22 “Privacy is Strategy”

09. June 2022

gfm research series 2/22 “Privacy is Strategy”. Privacy and data-driven marketing do not need to be contradictory. By aligning their own data handling processes with the needs of their customers, marketers can not only strengthen trust, but also lay the foundation for more efficient marketing practices. The gfm research series 2-22 shows how customer-centric data … read more

Research Series 3/22 “Into the Metaverse”

09. June 2022

Research Series 3-22 “Into the Metaverse”. Mark Zuckerberg’s announcement at the end of July 2021 to focus more on the development of the metaverse put the topic on the agenda and it became the new buzzword. It describes the vision of a shared, virtual space that resembles a digital mirror of the real world. Today, … read more

gfm-Study «Operating Model – The Secret to Success»

12. July 2021

In the study “Operating Model – The Secret to Success”, we want to show the connections between success, bureaucracy and operating model excellence and in particular address the utilized and unutilized potentials for companies. The study results clearly show what makes successful companies better. However, there is room for improvement in the pursuit of a … read more

gfm Research Series 3/21 «Proximity as a (consumer) need»

02. July 2021

The analysis of human needs is an important component of marketing. Therefore, it is surprising that there has been little comprehensive exploration of one of the most important human needs in market-based behavioral research, the need for proximity. The enclosed research series examines the impact of our desire for proximity on consumption and innovation. Our … read more

gfm Research Series 2/21 «The direct line to the customer»

12. May 2021

Direct-to-consumer (D2C) is not a blank check for success. Although the opportunities and potential of direct-to-consumer contact are attractive and attract many companies to direct sales, the challenges are also many and varied. In particular, the necessary capabilities indicate that successful companies focus on long-term D2C approaches. The gfm would like to thank Prof. Marcus … read more

gfm Research Series 1-21 «Forecast 2021»

19. February 2021

The gfm research series 1-21 summarizes the most important developments, challenges, trends and forecasts for the current year. In this year, topics such as the scramble over the corona vaccine, the economic recovery after the crisis, and a world order under President Biden will constantly accompany us. gfm members can find the PDF for download … read more

gfm Research Series 6/20 “State of Marketing”

27. November 2020

Salesforce‘s global survey reveals the priorities and challenges of marketing professionals. Marketers in Switzerland consider innovation, real-time customer interaction and a centralised view of customer data for all business units to be their top priorities. The gfm Research Series 6/20 summarises the main results of the study. Our members can find it in the members’ … read more

gfm research series 5/20 “Growth Hacking”

29. September 2020

“Growth Hacking” enables companies in a VUCA environment to respond to change more effectively. The interdisciplinary approach, the multitude of available methods, and the distinct focus on the work of a growth hacking team provide a wide range of possibilities for tapping into new growth potentials. Both start-ups and established companies can benefit from it. … read more

How companies can succeed in the 2020’s

27. March 2020

Across industries, it is increasingly lucrative—and increasingly necessary—for companies to beat the average. But outperformance has become more difficult to sustain. Leaders must continually reinvent their companies to defy the mean and win in the new decade. Our members can learn more about this topic in the current gfm research series. gfm research series 2/20

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