Tagged / FOM

Come to Prof Malcolm MacDonald’s talk: Six steps to develop financially quantified value propositions in B2B markets

Post written by Dr Kaouther Kooli:

I am pleased to announce that Professor Malcolm MacDonald will be giving a talk to the MSc Marketing Management students on Monday 5 March 2018 in room EB306. PGR and academics are invited to attend.

You can find below a summary of the presentation and also Malcolm’s short biography.

 

Summary of the presentation

Six steps to develop financially quantified value propositions in B2B markets

According to McKinsey and my own research, everyone talks about value propositions, but only 5% of organisations have them and even those that do have them don’t always quantify them financially.

Any supplier who can quantify financially how they can help their customers grow their profits will always succeed, no matter how difficult the market conditions.

A lot of what constitutes value from a supplier is about helping the customer to avoid disadvantage, but, much more importantly, those suppliers who can demonstrate that they will create advantage for them will be respected and there will be fewer conversations about price.

This lecture will spell out a process for developing financially-quantified value propositions

 

Professor Malcolm MacDonald Short Biography

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University.  He also has a  Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow.  He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc. He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia. He has written forty six books, including the best seller “Marketing Plans; how to prepare them; how to use them”, which has sold over half a million copies worldwide. Hundreds of his papers have been published. Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. In 2006 he was listed in the UK’s Top Ten Business Consultants by the Times.

#realworldresearch Campaign

Great news for the Faculty of Management and Department of Tourism and Hospitality, this month, Emeralds #realworldresearch follows the theme of ‘Happy New You’ and includes a paper published in the British Food Journal:

Lorraine Brown, John Edwards, Heather Hartwell, (2013) “Eating and emotion: focusing on the lunchtime meal”, British Food Journal, Vol. 115 Iss: 2, pp.196 – 208

Further information on the campaign can be seen here:

http://bit.ly/2jDVl53

This article will be on free access until the 17th February 2017

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Faculty of Management: PhD students of the year 2016

Great news; two PhD students from the Faculty of Management, Department of Tourism and Hospitality have won PhD student of the year 2016.

SPyke

 

Sarah Pyke; Institute of Travel and Tourism (ITT) PhD Student of the Year 2016 was awarded her prize at the House of Commons on July 20, 2016. Her research ‘A Systems Theory Approach to the Well-being Effects of Tourism’ was supported by the National Coastal Tourism Academy (NCTA) and was part of the ESRC Destination FeelGood project. It extends the forefront of the tourism discipline and makes a unique contribution to knowledge by using Hagerty’s systems theory approach (a model extracted from the public health sector and for the first time applied in a tourism context) to quantitatively measure the well-being effects of tourism on the individual.

 

sprice

Sarah Price; EUROCHRIE, (the biggest Hospitality Conference in Europe) PhD Student of the Year 2016 was awarded her prize in Budapest, October 2016. Her research ‘Trust in Foodservice’ was supported by the EU project FoodSMART and identified key factors that consumers look for when selecting meals in workplace canteens. The project offered her the opportunity to be part of an International research team and take secondment periods in both France and Austria.

Many congratulations to you both – we are very proud of you