Why humans are so important in digital business

Ten years ago, my friend Martin and I were in the midst of finalizing our master’s thesis (yes, in Sweden we write them in pairs!) on the topic “the electronic customer relationship”. In hindsight, a better term would probably have been “the digital customer relationship”. Anyhow, we realized that digitalization is transforming business, and hence […]

What’s CSR got to do with marketing

In a CSR – corporate social responsibility – conference in Kellogg School of Management at Northwestern University I present myself, and my fellow researcher says: “and so what are you doing in the CSR conference then?” Rightly so, since the born of marketing and despite the different trends and movements, marketing has been considered generally […]