Purpose: The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented. Design/methodology/approach: This tool was derived from...

Purpose – This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills...

Purpose Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s...

Purpose In what is going to be an uncertain and rapidly evolving global economic landscape, it is clear that firms will have to become more adaptive and responsive to changes within their marketplace. To do this, businesses will not only need to engage in business model experimentation but also...

Purpose – The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions. Design/methodology/approach – The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels...

Purpose The purpose of this study is to identify and understand the emotions behind a passenger’s airport experience and how this can inform digital channel engagements. Design/methodology/approach This study investigates the emotional experience of 200 passengers’ journeys at an Australian...

Purpose – This paper aims to explore advantages and disadvantages of both traditional market research (TMR) and deep customer insight (DCI) methods to lay the platform for revealing how a relationship between these two domains could be optimised during firm-based innovation....