H2H Marketing: Case Studies on Human-to-Human Marketing (Springer Business Cases)

H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation. Foreword I 6 Foreword II 8 Preface 9 Contents 11 Editors and Contributors 13 Part I: H2H Marketing 20 1: The New Paradigm: H2H Marketing 21 A New Kind of Company Is Emerging 22 Marketing Can Be a Force for Good But the Reality Often Looks Different 25 The Sustainable Management Challenge 30 Customer Priorities Are Shifting: Will Business Follow? 32 The H2H Mindset 33 Human-Centeredness 34 Service Orientation 34 Agility and Experimentalism 35 Empathic Interest in Other Perspectives 36 H2H Management: Putting Trust and Brand in Focus 37 The Big Trust Crisis: An Opportunity for Companies to Thrive 37 Brand Activism 38 Optimizing Results with Customer Experience Management 40 Reputation Management 41 H2H Brand Management 43 Brands as a Service and the Co-creation of Brand Meaning 45 The Brand as a Service for Facilitating Information Processing 46 The Brand as a Service to Influence the Customer ́s Self-concept 46 The Brand as a Service for Building and Maintaining Social Relationships 47 Brand Management in the Connectivity Age 48 First Catalyst: Increasing Attraction 50 Second Catalyst: Optimizing Curiosity 51 Third Catalyst: Increasing Commitment 52 Fourth Catalyst: Increasing Affinity 52 Rethinking Operative Marketing: The H2H Process 52 Always Start the Process with a Briefing 54 Initiate the Process with an H2H Problem 54 Obtaining Human Insights 55 (Pre-)Develop a Value Proposition 57 Inform, Advise, and Entertain with Valuable Content 59 Access: Making the Value Proposition Available to Customers/Creators 61 The H2H Process as Operative Process of H2H Marketing 62 References 67 2: Case Study: Whole Foods Market-Combining Multiple Elements of H2H Marketing 73 The Whole Foods Market Value Proposition 74 Competition 75 Kroger 75 Walmart 75 The Whole Foods Brand 76 End Customers Analysis 76 Human-to-Human (H2H) Concept 77 The H2H Mindset at Whole Foods Market 78 Stakeholder Integration Is at the Heart of Whole Foods 78 Suppliers 78 Employees 78 Community 79 Open-Minded Company Culture 79 Brand Management at Whole Foods 82 Criticism After Takeover by Amazon 83 Centralized Purchasing from Suppliers 83 Fresh Food Delivery 83 Reducing Prices 84 Amazon Prime Members 84 References 85 3: Case Study: The Good Kitchen (Det Gode Køkken)-Applying Design Thinking and Service-Dominant Logic 88 Solution 1: Design Thinking Approach 89 Application of the Service-Dominant Logic Approach at The Good Kitchen 91 Service-Dominant Logic and Human-to-Human Mindset 93 Digitization Approach 93 Conclusion 94 References 95 Part II: H2H Mindset 96 4: H2H Mindset in H2H Marketing 97 From Market Orientation to the Customer-Based View that Integrates Design Thinking, Service-Dominant Logic (S-DL), and Digitiz... 98 References 105 5: Case Study: New Challenges at elobau-Can Purpose Orientation and Sustainability Create New Strategic Options? 108 Company Background 109 Global Market and Competition 111 Structure of the Company 112 Revenue Development 113 Personnel 114 Innovation and Service Orientation 115 Sustainability 116 Digitalization 117 Other Stakeholders 118 Appendixes 119 Appendix 1 119 Appendix 2 121 Appendix 3 121 Appendix 4 122 Appendix 5 123 Appendix 6 125 Appendix 7 125 Appendix 8 126 Appendix 9 128 References 128 Part III: H2H Management 130 6: H2H Brand Management and Trust 131 References 136 7: Case Study: Liva Branding for Success-Can Ingredient Branding Change the Dynamics in the Indian Textile Value Chain? 139 How Liva Unlocked Growth for Birla Cellulose 142 Liva Showcasing InBranding Principles 148 Conclusion on the Opportunities and Risks of Ingredient Branding 149 Why Is InBranding Considered an Extension of H2H Marketing? 151 References 152 Part IV: The H2H Process 154 8: Rethinking Operative Marketing: The H2H Process 155 Marketing Returning to the Fuzzy Front End of Innovation 158 Emphasizing Co-creation and the Importance of the Value Proposition 160 Operative Marketing as an Iterative Process 160 References 164 9: Case Study: H2H Marketing-In the Heart of Siemens ́ Success 167 Siemens: The Unique Road Map of Innovation 167 Value Co-creation with Customers 168 Siemens Healthineers: Human-Centric Approach and Brand Communication 169 Innovation Think Tank: The Continuous Prototyping 170 Digitalization in Team Play Health Platform 170 Siemens: A More Sustainable Corporate 170 Integrating Design Thinking 173 H2H Marketing: In the Heart of Siemens ́ Success 175 References 176 10: Case Study: Medtronic and the Transformation of the Customer Experience 178 The Genesis and Structure of the Company 178 Diabetes Care at Medtronic 179 The Origin of the H2H Pathway 179 The Transformation 182 People Living with Diabetes (PWD) 182 Healthcare Professionals 183 Healthcare Administrators 184 Toward the Future State 184 Results and Conclusions 186 References 187 Part V: H2H Marketing Future 189 11: Establishing Resonance Between Companies, People, and the Environment 190 References 200 12: Case Study: Patagonia-A Human-Centered Approach to Marketing 204 Patagonia ́s Company Philosophy 205 Patagonia ́s Approach to the H2H Marketing Model 207 Open-Source Philosophy 208 Interdisciplinary Teams 209 Iterative Change Mindset 209 Service-Dominant Logic and Customer Experience 211 Environmental Initiatives 212 Common Threads Program 212 Worn Wear Initiative 212 Co-creation and Customer Integration 213 Patagonia Brand Ambassadors (Fig. 12.7) 214 Donation as a Service 214 Activism as a Service 215 Digitization 215 Transparency 215 Dematerialization 216 Content Management 216 Location-Based Services 218 User-Centricity in Human Resources 218 From ``1% for the Planet ́ ́ to a 100% Commitment 218 Future Challenges and Recommendations 219 References 221 Image Links 222