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Digital Marketing in action –

Taking a deeper look.

Research: Are Premium Memberships Worth it? (Summary of the MISQ publication)

Career networks, like XING and LinkedIn offer paid premium memberships so that users can network much more effectively. But do career networks fulfill this promise? In a recent study, researchers from WHU – Otto Beisheim School of Management, Goethe University Frankfurt, and HEC Paris examined the causal link between a premium membership and users’ success in networking. This video summarizes the key findings.

Research: Separated (Adaptive) Dual Response explained (Part I of III):

In this three part video series, Professor Christian Schlereth summarizes findings from his Management Science article (co-authored by Bernd Skiera) on the estimation of willingness to pay. He presents today’s use of data-collection mechanisms to estimate willingness-to-pay. He also outlines three shortcomings with the estimation and proposes the new method separated adaptive dual response (SADR), which substantially improves the estimation of willingness-to-pay and overcomes these shortcomings.

Teaching: Impressions from WHU Capstone Course in Tel Aviv, Israel

From July 21 until July 27, Professor Christian Schlereth directed the course ‘Lessons in Digital Growth from the Silicon Wadi’ as part of the new Customized Master in Management and Entrepreneurship Program at WHU – Otto Beisheim School of Management, Germany. This video reveals impressions from the stunning city of Tel Aviv, a thriving hub for innovation and start-up companies.

Interview: Alexander Hoffmann about "Changing role of digital systems in decision making" | WHU Inside Business

Alexander Hoffmann, Industry Manager and Data Strategy Lead at Google, is our guest in this episode of WHU Inside Business to talk about the changing role of digital systems in decision making.

Interview: Christian Vögle about "The role of Digitalization at DB" | WHU Inside Business

Christian Vögle, Head of Business Development, is our guest in this episode of WHU Inside Business to talk about the role of Digitalization at Deutsche Bahn, specific implications in this year as well as the competition by bus

Interview: Alexandra Chirilov about "Virtual Reality in Market Research" | WHU Inside Business

Alexandra Chirilov is our guest in this episode of WHU Inside Business to talk about business opportunities in market research with Virtual Reality.

Interview: Jens Rode about "Friends recommend friends: How to do it right " | WHU Inside Business

In this episode of WHU Inside Business, Jens Rode, CEO at Tellja GmbH, explains how online referral management works and discusses the most crucial points for a successful implementation.

Interview: Dr. Christine Knackfuss and Dr. Jan Ising about "Most important learnings to succeed with digital transformation" | WHU Inside Business

Dr. Christine Knackfuss and Dr. Jan Ising of Accenture are guest in this episode of WHU Inside Business to talk about their experiences and best practices in the field of Digital Transformation.

Interview: Kai Herzberger on "A glimpse into the future of Facebook" | WHU Inside Business

In the first interview for our second season, we start with Kai Herzberger, Head of Retail and E-Commerce at Facebook Germany. He talks about the video-first strategy Facebook has announced to follow in the future, as well as further trends Facebook is currently working on. In addition, he gives an insight in the differences of working in a start-up in comparison to an international company like Facebook.

Interview: Carsten Kratz on Big Data in Germany and the role of advanced analytics for the success of companies | WHU Inside Business

Today at WHU Inside Business: Carsten Kratz, Senior Partner and Managing Director Germany & Austria at The Boston Consulting Group, on Big Data in Germany and the role of advanced analytics for the succcess of companies.

Interview: Dr. Michael Jungbluth on costumer analytics at the point of sales | WHU Inside Business

Today at WHU Inside Business: Dr. Michael Jungbluth, Consulting Manager at SAS, on the changes in customer analytics at the point of sales.

Teaching: Digital Marketing Applied: WHU Business Field Study @ XING

As part of the course Digital Marketing @WHU - Otto Beisheim School of Management, students were challenged to develop strategies to business problems that the cooperating company XING faces today. In Dezember 2016, they presented and defended their suggestions to XING's management.

Interview: Ingo Chu on the future of professional social networks | WHU Inside Business

In this interview of WHU Inside Business, Ingo Chu, CFO at XING AG, talks about the future of professional social networks, the specialization on a local market and the importance of professional social networks for future employees.

Research: Measuring willingness to pay with the new method separated adaptive dual response

In this three part video series, Professor Dr. Christian Schlereth summarizes findings from his Management Science article (co-authored by Bernd Skiera) on the estimation of willingness to pay. He presents today’s use of data-collection mechanisms to estimate willingness-to-pay. He also outlines three shortcomings with the estimation and proposes the new method separated adaptive dual response (SADR), which substantially improves the estimation of willingness-to-pay and overcomes these shortcomings.

Interview: Achim Berg on the future of Digitalization | WHU Inside Business

In one of the first launched videos on Digitalization on the new WHU Inside Business platform, Achim Berg, Operating Partner at General Atlantic and Vice President of Bitkom, presents his view on digitalization, the role of Germany and the future of digitalization.

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