2025年第77期(总第1118期)

演讲主题：Business Transformation: Strategies & Branding

主讲人：V.Kumar  Brock University of Canada

主持人：阎俊  市场营销系教授

活动时间：2025年11月05日（周三）10:30-12:00

活动地址: 管院大楼107教室

主讲人简介：

V. Kumar (VK) is the Professor of Marketing, the Goodman Academic-Industry Partnership Professor, Goodman School of Business of Brock University, Canada. He has published over 300 papers in scholarly journals and 35 books; received over 20 Lifetime Achievement Awards and over 25 Research and Teaching Excellence Awards. He has been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications.

Hehas served as the Editor-in-Chief of the Journal of Marketing (2014-2018) and serves/served as the Department Editor of POM, the Consulting Editor of JIBS, and the Senior Consulting Editor of Elsevier marketing journals. Global Fortune 500 firms have implemented many of VK’s ideas and models in multiple areas of marketing and operations, which have resulted in gains of over multi-billion dollars.

活动简介：

The study 1 explores the following four questions about transformative marketing strategy: (1) What are transformative marketing strategies (Principles)? (2) How are they developed (Plan)? (3) Why are they needed (Purpose)? and (4) Where can they be used (Practice)? We consider seven popular marketing strategies firms use -pricing, distribution, product, promotion, selling, global market entry, and innovation. The study 2 examines the marketing mix framework to evaluate normative benefits and contextual challenges of New age technologies (NATs) branding through cross-industry cases to seek answers to the core question: Should firms brand NAT-driven solutions independently or integrate them within their corporate brands?