Consulting projects

Dual Brand Ownership

Company
Volvo Group
Year
2011
Edition EMScom12
Participants
Cecilia Fleta, Cliffton Mandola, Sabine Meier, Carmen Lautenschlager, Dirk De Muynck
Description
When different companies share the same brand, it creates ownership confusion. This confusion significantly impacts stakeholder perception and puts the greatest assets of any company—its brand and reputation—at risk. The scope of this MScom consulting project is to map the dual brand ownership situation and assess the level of ownership confusion between Volvo Group and Volvo Car Corporation, as well as to formulate recommendations on how Volvo Group, as a B2B company, can communicate more effectively in the given situation and leverage its brand.

Engaging stakeholders through social media

Company
Syngenta
Year
2011
Edition EMScom12
Participants
Barbara Beetschen, Ivana Bianchet, Kirsty James, Luciano Luffarelli, Simon Schmid
Description
The MScom consulting group was asked to provide insight and recommendations around how Syngenta might best use social media to engage with its stakeholders as part of an overall corporate communications strategy.

The financial risk of carbon: A fast-track communication strategy to establish the carbon risk in the financial market

Company
Greenpeace
Year
2011
Edition EMScom12
Participants
Samuel Eckstein, Christine Griese, Börs Brita Westelius, Matthias Wüthrich
Description
The MScom consulting group for Greenpeace proposes a communication strategy which targets the global financial market with the aim to establish the notion that significant risk is attached to current carbon-intensive investments. The underlying idea is that a change in the global investment climate of the financial market has the potential to fast-track global actions towards the climate-change issue. Thus, it is important to influence a main audience in such a manner that the risks connected with high-carbon investments affect their investment models substantially, leading actors to reduce their investments in such industries.

Strategic framework for internal communications in Stryker Europe

Company
Stryker
Year
2010
Edition EMScom11
Participants
Lydia Kirchel, Stephan Michel, Alexandra Rhiner, Christoph Rytz, Michele Tesoro-Tess, Aileen Woulfe
Description
The MScom consulting project for Stryker Europe was faced with three fundamental strategic challenges: 1. a new corporate strategy and vision based on "Stryker. There for you" 2. the recent centralization of the European organization 3. lacklustre business performance.

Strategic Global Recruitiing through students life cycle relationship management

Company
Copenhagen Business School
Year
2010
Edition EMScom11
Participants
Christoph Brunner, Cristina Elia, Janie Huus Tange, Barbara Paulsen Gysin, Daniele Pelliciardi, Vivienne Rassaerts
Description
Copenhagen Business School wants to attract more non-European, full-degree students. In order to continue its long tradition of internationalisation, CBS needs to improve its international communication in a world where fierce competition is as a real as aggressive marketing presence.
News release

Taking iOMEDICO to the next level

Company
iOMEDICO
Year
2010
Edition EMScom11
Participants
Jane Gardiner, Lydia Krüger, Simone Ramser, Guido Schommer, Brona Simons, Tobias Wölfing
Description
The iOMEDICO Management Team mandated the Brand Development Team to answer the question "How to extend the iOMEDICO brand to embrace potential Clinical Trial Management Systems (CTMS) customers?" In order to ensure a high probability of success for the brand extension into the CTMS market, analysis and recommendations have to take into account the curent stage of iOMEDICO as a fast growing organization facing the next stage in its development life cycle.

Zurich University of the Arts

Company
Zurich University of the Arts
Year
2010
Edition EMScom11
Participants
Claudia Bocelli, Vasco Cecchini, Barbara Melzl, Erik Petersen, Heike Pohl, Marion Schumacher
Description
After a merger in 2007, the Zurich University of the Arts (ZHdK) has become Switzerland's largest art school, and now wants to enhance its reputation. Based on a discovery of the University's identity, the consulting project is aimed at using ZHdK's move to the Toni-Areal campus in 2013 as an opportunity platform for future strategic communication.

Loewe

Company
Loewe
Year
2009
Edition EMScom10
Participants
Athos Del Ponte, Sukanti Ghosh, Ernst Larsen, Lisa Schilling, Ancilla Schmidhauser
Description
Loewe, the leading home entertainment brand in the premium sector in Germany, currently has aspirations to become the dominant player in Europe and selected metros around the world. This consulting project seeks to provide Loewe with the necessary inputs to develop a successful, sustainable international brand.
News release

Médecins sans Frontières

Company
Médecins sans Frontières
Year
2009
Edition EMScom10
Participants
Michèle Bodmer, Siân Bowen, Simone Drill, Stefan Heß, Laurence Vindevoghel, Lisa Weekes
Description
The aim of the project is to develop recommendations on strategic communication for MSF, guiding them to effectively mark MSF’s 40th anniversary to be held in 2011. This will be a first anniversary celebration for the organisation.

Sustainability - An opportunity Platform for the Rhaetian Railway (RhB)

Company
Rhätische Bahn
Year
2009
Edition EMScom10
Participants
Jouni Epper, Kornelia Kneissl, Christina Meier, Thomas Scheuring, Susanne Schmitter, Vera Stiffler
Description
Almost every day we learn about new concepts and products around the topic sustainability. Sustainability has become a trend over the last years - among all industries. Now what about industries where sustainability is inherent to the system and inbuilt in their "nature"? The Master project is about analyzing wether the Rhaetian Railway, a transportation firm focussing on tourism and seen as sustainable "by nature" is actually positioning itself as such and acting upon. Is this company using this competitive advantage of being an ecological organization, a company deeply anchored into the region and planning years ahead? What opportunities, but also commitments are accompanying the RhB since Summer 2008 where it became part of the UNESCO world heritage? Based on these questions the master theses will show to what extend sustainability demonstrates an "Opportunity Platform", which helps strategically to enter into a communication process with internal and external key stakeholders. In a next step, and looking more into the operational implementation of this sustainable initiative, a communication concept shall show concrete measures on how to add value on the long term.

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