In the late summer of 2009 I was leaving my home country of Romania for what I thought would only be a fast but intensive Master of Science (MSc). At that time, I had just finalized my bachelor’s degree with a specialization in marketing and I was working in strategic brand consultancy. For my Master…
A digital twin for destination development and management
Imagine that you, as a destination marketing manager, have a crystal ball where you can see where the visitors have been, where they are at the moment and where they are going. What a tool for planning and development – transportation optimization, overtourism mitigation, safety and security issues and tourist experiences facilitation – we are…
Appointing a CEO with marketing expertise increases the company’s profitability and market value
Boards of Directors at large companies ponder more and more often, whether to hire a CEO with marketing background. Companies’ owners and Nomination Committees, in turn, are considering whether to appoint more Board Members with marketing expertise. A recently published study on U.S. stock exchange listed companies (S&P 500) provides interesting answers and insights to…
Stepping up my understanding of the academic world: attending my first academic conference
In the end of my second year of doctoral studies, I was accepted to present my working paper in an academic conference, for the first time. The conference to which I was accepted was the 2018 National Conference in Sales Management in San Diego, California. I was very excited to have been accepted to…
Running is my Boyfriend, Cleaning is my Enemy
In our everyday lives we all have activities that we love or hate to do: Cleaning our homes, playing tennis or commuting to work. Thus, we might say that we have ongoing relationships with these activities. However, traditionally marketers have not thought in these terms. Rather, they have often understood consumer’s activities in terms of…
Theory and practice hand in hand
The definition of poverty was the outcome and discussion theme during 2009 conference on Chronic Poverty, at Manchester University in UK. While seemingly important theoretical questions were addressed, and highly interesting econometric results presented, the conference itself was, and 10 years of research a priori this closing conference, a place of yet more reports but…
Let’s Not Have a Heart Attack
Imagine yourself a massive lover of chocolate, enjoying several chocolate bars every day. Your high-sugar diet starts causing you health problems and you visit your doctor, who tells you that your current diet of excessive chocolate consumption puts you at high risk for worsening health problems, with a high risk for a heart attack…
Health care services and AI on top of service scholars’ interests
Frontiers 2018 in Austin, Texas, served a variety of perspectives into service research After listening three inspiring days full of plenaries and presentations by the best service researchers around the world in trendy and boiling hot Austin, Texas, it became clear that there are two themes above others that interest service scholars at the moment:…
Clearing the conceptual fog – How to overcome bad eyesight in business
To start with a metaphorical view: imagine that you suffer from bad eyesight, but you have come used to it because it has slowly become worse (as it usually does). Proper prescription lenses would do the thing and make you see everything clearer. First you have to realize that you do not see very clearly….