forumforfuturemarketing

by Michael Burkhart & Leona Ott

In recent times events such as the Fukushima I nuclear accidents in Japan, the ongoing crisis in Libya, the Egyptian revolution as well as the continuing effects of the global financial crisis have created a world full of despair and uncertainty. However not all is doomed for the future of the earth and human condition. A recent report named ‚Vision 2050 - The new agenda for business’ authored by the The World Business Council for Sustainable Development (WBCSD) creates a view oft the world that sounds quite optimistic. Vision 2050 paints a picture of a sustainable world by 2050 in which 9 billion people on the planet live well, which means their lives thrive and prosper. Moreover the world’s population solely relies on the natural resources, provided by the plant and without harming nature. This abstract wants to present a brief overview of the study and illustrate the most significant findings. Eventually the abstract is concluded with a critical assessment and ramifications on human spirit marketing.

If companies do not show interest on serious stakeholder dialogue, it can have heavy influence to their reputation – the Nestlé case

Johannes Froschmeir, Nils Fröhlich (EMM SS2011, Integrierte Marktkommunikation Prof. Dr. Mödinger)

A bite in a chocolate bar, a horripilating crunch and blood running out of the mouth: by this scene taken from an internet video, Greenpeace caused a social media disaster for the Swiss food combine Nestlé. In spring 2010, the environmental group posted this movie on the web to criticize the deforestation of rainforests for the production of palm oil. It is needed for chocolate bars like Nestlé’s Kit Kat. But that would destroy the home range of the Orang-Utan, Greenpeace said. So in the video, an office-worker eats such a Kit Kat chocolate bar. But it is no ordinary sweetness: It turns out to be an Orang-Utan finger and the employee gets his mouth full of blood when he bites in it.

EMM SS2011, Integrierte Martkommunikation

Prof. Dr. Mödinger

IBM’s Smarter Planet

By Lena Holz & Annabell Jahnke

“We can’t solve problems by using the same kind of thinking we used when we created them.”

– Albert Einstein

This famous quote is shown on several of IBM’s websites and represents their way of thinking as well as their way of doing business. Their campaign “Smarter Planet” was one step closer to ’solving the world’s problems’ which in turn means marketing their products. They tried a more modern approach of marketing by indirectly addressing the actual customers of their product. We will have a closer look at this particular campaign and analyze whether it qualifies as part of Human Spirit Marketing or not.