Laura-Eve Grellmann
Title
Ph.D. HSG
Last Name
Grellmann
First name
Laura-Eve
Email
laura-eve.grellmann@unisg.ch
12 results
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Item type:Publication, Zukunftssichere Loyalitätsprogramme - Loyalitätsprogramme sind im Aufwind, aber nicht gut verstanden(Institute for Marketing and Customer Insight, 2023); ; Loyalty programs are still primarily used as a marketing tool for acquisition and sales promotion. However, due to stricter data protection regulations, access to customer data through these programs is becoming increasingly important. The article includes a current market analysis from the German market, which show that the majority of loyalty programs are mainly used for hard benefits, such as discounts and cash. Customers are trained to be "Coupon Kings & Queens" and "bargain hunters." Genuine service promises, beyond discounts and deals, are found only in exceptional cases. From the perspective of customers and executives, soft and community benefits are becoming increasingly important. The survey indicates that loyalty programs have been primarily used for customer acquisition and less for actual retention. Levers for long-term successful management of loyalty programs focus here: A mix of hard, soft, and community benefits can be sensible to generate first-party data.Type:journal articleJournal:Marketing Delta - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Believe the Hype? Herausforderungen und Herangehensweisen an das „Metaverse"(Thexis Verlag, 2022-11-04); ; ; Herhausen, DennisType:journal articleJournal:Marketing Review St. GallenVolume:2022Issue:6 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Artificial Intelligence in the Customer Journey from a Holistic Perspective: Sweet Spots, Hot Spots, and White Spots(2026); ; ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Case Study: Liquid Death - Revolutionizing the non-alcoholic drink market with disruptive marketing and visionary leadership 2025(2025-09-01); Liquid Death has managed to conquer the U.S. non-alcoholic beverage market despite fierce competition. This case examines the marketing activities and leadership behaviors of Mike Cessario that contributed to the company's success. The authors also discuss the challenges and developments that Liquid Death has faced and will continue to face in the future.Type:case study - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Case Study: Liquid Death - Revolutionizing the non-alcoholic drink market with disruptive marketing and visionary leadership(2024-09-09); Liquid Death has managed to conquer the U.S. non-alcoholic beverage market despite fierce competition. This case examines the marketing activities and leadership behaviors of Mike Cessario that contributed to the company's success. The authors also discuss the challenges and developments that Liquid Death has faced and will continue to face in the future.Type:case study - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Case Study: Leadership at Best Buy-Teaching Case 2023(2023-09-11); ; ; Best Buy was founded in 1966 as an audio specialty store named “Sound of Music” by Richard Schulze and James Wheeler. After a rebranding in 1983, Best Buy found its core business model in selling consumer electronics and related products. Its cur-rent subsidiaries include Best Buy Mobile (cell-phone carrier), the Geek Squad (con-sumer electronics services), Magnolia Home Theater (home theater solution brand) and Pacific Sales (home electronics & white goods retailer). In 2021 the company counted over 102’000 employees worldwide and had a sales revenue of USD 47.3B – making it one of the few companies able to compete in the same market as Amazon. This teaching case looks at the leadership styles of the company's past and current CEOs and their impact on its current position in the market.Type:case study - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Case Study: Leadership at Best Buy-Teaching Case 2022(Institut für Marketing und Customer Insight, 2022-08-01); ; ; Best Buy was founded in 1966 as an audio specialty store named “Sound of Music” by Richard Schulze and James Wheeler. After a rebranding in 1983, Best Buy found its core business model in selling consumer electronics and related products. Its cur-rent subsidiaries include Best Buy Mobile (cell-phone carrier), the Geek Squad (con-sumer electronics services), Magnolia Home Theater (home theater solution brand) and Pacific Sales (home electronics & white goods retailer). In 2021 the company counted over 102’000 employees worldwide and had a sales revenue of USD 47.3B – making it one of the few companies able to compete in the same market as Amazon. This teaching case looks at the leadership styles of the company's past and current CEOs and their impact on its current position in the market.Type:case study - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring and Leveraging Customer Success Management to Increase Customer Retention(2025-09-18)Type:conference contribution