• Brand equity and KPI's: which metrics are needed to measure your brand's health?

      Verstreken, Sofie; Goedertier, Frank (Vlerick Business School, 2011)
    • Brand Equity: state of literature

      Goedertier, Frank; Mast, Gitte (Vlerick Business School, 2003)
    • Brand Marketing in the 21st Century: Which type of brand messages lead to positive word-of-mouth

      Verstreken, Sofie; Goedertier, Frank (2012)
      We consider the problem of scheduling a number of jobs, each job having a release time, a processing time and a due date, on a single machine with the objective of minimizing the maximum lateness. We developed a hybrid dual-population genetic algorithm and compared its performance with alternative methods on a new diverse data set. Extensions from a single to a dual population by taking problem specific characteristics into account can be seen as a stimulator to add diversity in the search process, which has a positive influence on the important balance between intensification and diversification. Based on a comprehensive literature study on genetic algorithms in single machine scheduling, a fair comparison of genetic operators was made.
    • Brand stretching: how to engage in co-branding and brand extensions?

      Verstreken, Sofie; Goedertier, Frank; Lehaen, Matthias (2011)
    • Branding & Consumer behaviour: why do consumers buy what, and for which reasons?

      Verstreken, Sofie; Goedertier, Frank; Geskens, Kristof (2012)
    • Branding & Innovation. How can brands increase innovation success?

      Goedertier, Frank; Geskens, Kristof (2010)
      The explosive growth of the Internet has led to a dramatic increase in data sources for (competitive) technology intelligence. Appropriate implementation and use of IT tools to gather and analyze these data is of key importance for the creation of actionable technology intelligence. A strategy to optimize investments in the identified technologies becomes of paramount importance if an organization wants to match knowledge and ideas originating from outside of the organization with internal core competences. Such a strategy can create competitive advantage by effectively linking technology intelligence to open innovation. We show how VIB, a life sciences research organization, has established technology intelligence processes to identify a multitude of external technologies of interest, which are subsequently “probed” for their potential and fit with VIB using real options reasoning, thereby supporting open innovation. Our methodology may be useful for other organizations which are considering implementing open innovation approaches.
    • Branding & Psychology. How to approach irrational consumer minds?

      Lehaen, Matthias; Geskens, Kristof; Goedertier, Frank (2011)
    • Branding in the 21th century: how to benefit from e-WOM?

      Verstreken, Sofie; De Berti, Freya; Goedertier, Frank (2012)
      While most network studies adopt a static view, we argue that corporate social networks are subject to endogenous dynamics of cognitive path dependence and self-reinforcing power relations. Over time, these dynamics drive corporate networks to become increasingly focused (i.e., more homogeneous, stable, and tightly knit). More focused networks induce organisations to perpetuate existing routines, at the expense of developing new capabilities. We examine the role of organisational structure in maintaining balanced, rather than focused, networks, so that business organisations can realise progressive and timely adjustments to their evolving environments. We develop a theoretical argument, illustrated with the divergent network adjustment patterns of two large, mature companies, suggesting that business organisations with the following structural antecedents are likely to maintain balanced networks: the concurrence of centralisation and decentralisation, a high degree of differentiation and an intermediate level of integration, and an intermediate degree of formalisation.
    • Branding in the Digital Age. Need for a new branding model?

      Geskens, Kristof; Goedertier, Frank (2010)
    • Consumer brand value and advocacy drivers of a telecom brand

      De Berti, Freya; Goedertier, Frank; Baecke, Philippe (Vlerick Business School, 2014)
    • Corporate versus product advertising

      Goedertier, Frank (Vlerick Business School, 2003)
    • e-Business trends

      Goedertier, Frank (Vlerick Business School, 2002)
    • Experience Branding: how to make the difference at each point-of-contact?

      Verstreken, Sofie; Goedertier, Frank (2012)
      Dynamic scheduling refers to the integration of three important phases in the life cycle of a project: baseline scheduling, schedule risk analysis and project control. In this paper, the efficiency of controlling a project is measured and evaluated using a Monte-Carlo simulation study on fictitious and empirical project data. In the study, the construction of a project baseline schedule acts as a point-of-reference for the schedule risk analysis and project control phases. The sensitivity information obtained by the schedule risk analyses (SRA) and the earned value management (EVM) information obtained during project control serve as early warning control parameters that trigger corrective actions to bring projects back on track in case of problems. The focus in this paper lies on the time performance of a project, and not on the prediction and controlling of the project costs. The contribution of this paper is twofold. First, this paper summarizes the main conclusions of various experiments performed in a large simulation study on the efficiency of project control techniques and the ability to trigger corrective actions in case of project problems. The main purpose of these simulation experiments is to understand why EVM and/or SRA work so well in some projects and fail so miserably in others. This study has been awarded by the International Project Management Association in 2008 on the IPMA world congress in Rome (Italy). Secondly, the paper compares the results obtained on fictitious project data with additional tests performed on a set of real-life data from 8 Belgian companies from various sectors.
    • Financial happiness barometer

      Baert, Caroline; Debruyne, Marion; Goedertier, Frank (2013)
    • Financial happiness barometer

      Debruyne, Marion; Goedertier, Frank; Geskens, Kristof (Vlerick Centre for Financial Services (CFSI), 2014)
    • From branding to brand management

      Goedertier, Frank (Vlerick Business School, 2003)