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Kundenorientierte Markenführung in der digitalen Transformation

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  • Hauser, Mirjam
  • Fernow, Hannes

Abstract

Eine smarte, sich an unsere individuellen Bedürfnisse anpassende Umwelt entspricht der Wunschvorstellung – aber nur beim Bevölkerungssegment der Tech-affinen Materialisten. Die internationale Studie Values & Visions 2030geht der Frage nach, warum unter anderem in der Schweizer Bevölkerung die Skepsis gegenüber KI so gross ist und was daraus für eine erfolgreiche Markenführung in der Zukunft folgt.

Suggested Citation

  • Hauser, Mirjam & Fernow, Hannes, 2021. "Kundenorientierte Markenführung in der digitalen Transformation," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(3), pages 62-68.
    • Handle: RePEc:zbw:hsgmrs:276144
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