Technological developments go fast and are interrelated and multi-interpretable. As consumer needs change, the technological possibilities to meet those needs are constantly evolving and new technology providers introduce new disruptive business models. This makes it difficult to predict what the world …

Circularity and recycling are gaining increased attention, yet the amount of recycled plastic applied in new products remains low. To accelerate uptake by businesses, it will be useful to empirically investigate the main barriers and enablers that organisations experience when using recycled plastic …

How can the stewards of our planet be rewarded and become an existential part of a brand-experience? Is our “Consumer mindset” actually able to always take our planet Earth’s viability in consideration while we’re consuming or buying products? Erwin van Woudenberg is a professor at HAS University of …

From the onset of the Corona crisis, a specific policy challenge was identified in the Netherlands: How to motivate young people to adhere to the behavioral measures, such as physical distancing? Young people have an important role to play in stopping the virus from spreading, but they may be more difficult …

This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.

A lot of research on wireless charge technologies has been done at the start of the internship. Rumors suggested developments of other technologies than magnetic induction charging which is currently mostly used. Thereof magnetic resonance seemed the most promising technology but was not viable for the …

The aspirational luxury industry is moving beyond its current capacities. Research has indicated that the average age of the luxury consumer has gone down from 48 to 34 (Popomaronis, 2017). With an average of four devices each, the Generation Y and Z consumer want to be engaged in a seamless shopping …

Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ …

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning and strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing …

Despite the positive consumer attitudes towards animal welfare, and an increasing supply of animal welfare enhanced meat, consumers still mainly opt for conventional meat instead of meat produced with higher animal welfare standards. This thesis argues that consumers may do so because they must trade …