insights and surveys through relevant media channels.
Lectures and Keynote Speeches
Elste, R. (2021)
Digitalization in sales in the age of Corona
Online keynote for the Upper Austrian Energy Saving Association, 22.04.2021
Franz Speer: Brand / Marketing and Sales Strategy in the Sign of Sustainability.
The influence of external stakeholders on my brand and sales strategy
If you were asked who has the greatest influence on your products and processes, you would probably say: my (retail) customers and my consumer / shopper.
Speer, F. (2004): Cooperation innovation > Buy book
Cooperation is always difficult – but it is probably hardly anywhere as difficult as between industry and retail. Nevertheless, companies in the consumer goods industry are now also beginning to move away from focusing exclusively on their own processes and instead are optimizing complete value chains. Under the keyword „Efficient Consumer Response,“ a move toward more cooperation can be observed in the traditionally strained relationship between industry and retail partners. The idea of value-added partnerships is supposed to show a way out of the dilemma of „antagonistic cooperation“ and the zero-sum game practiced by all parties involved. Based on the analysis of a cooperative relationship generally regarded as a benchmark in research and practice – between the companies Henkel and dm-drogerie markt – this volume presents the framework conditions, courses and development logics, the problems and possible solutions of cooperative ventures in the difficult environment of food retailing. In the process, a surprising insight can be gained for organizational theorists as well as corporate practitioners: When external, cross-company cooperation has gained a certain quality and stability, internal cooperation and communication once again come into focus.
Book contributions & articles in professional journals
Elste, R./ Speer, F. (2019)
An eco-wave has become a tsunami in Sales Excellence, 3/2019, S. 44-47, Springer, Wiesbaden
Elste, R. (2019)
Let’s stop hunting for new customers in Sales Excellence, 1-2/2019, S. 18, Springer, Wiesbaden