Hilke Plassmann

Associate Professor of Marketing
“The Neuromarketing Toolkit” provides an introduction to the nascent field of neuromarketing for interested practitioners and participants of MBA and executive education programmes. It begins with an overview of why and when neuroscience can be useful as a market research method, what tools exist, and what they can bring to the table.

Published 06 Mar 2020

Reference 6497

Topic Marketing

View case
In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions and has successfully launched the first mobile only bank in Serbia – Telenor Banka. The CEO of Telenor Banka is an INSEAD Alumni and is working with us on this case.

Published 26 Nov 2018

Reference 6129

Topic Marketing

Industry Telecommunications Wireless Banking

Region Global

View case
In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions and has successfully launched the first mobile only bank in Serbia – Telenor Banka. The CEO of Telenor Banka is an INSEAD Alumni and is working with us on this case.

Published 27 Feb 2017

Reference 6129

Topic Marketing

Industry Telecommunications Wireless Banking

Region Global

View case
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin.

Published 30 Jun 2015

Reference 5757

Topic Marketing

Region Europe

View case
The Michel et Augustin case tells the story of Michel de Rovira and Augustin Paluel-Marmont as they set up their company Michel et Augustin in 2005 to brand and sell sablé cookies. The founders have a vision of creating a brand that can prosper in a competitive market dominated by big players and full of commoditized offerings.

Published 25 Mar 2014

Reference 5757

Topic Marketing

Industry Food and Beverages Production

Region Europe

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Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?

Published 26 Aug 2013

Reference 5641

Topic Marketing

Industry Marketing and Advertising

Region Global

View case
“The Neuromarketing Toolkit” provides an introduction to the nascent field of neuromarketing for interested practitioners and participants of MBA and executive education programmes. It begins with an overview of why and when neuroscience can be useful as a market research method, what tools exist, and what they can bring to the table.

Published 06 Mar 2020

Reference 6497

Topic Marketing

View case
In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions and has successfully launched the first mobile only bank in Serbia – Telenor Banka. The CEO of Telenor Banka is an INSEAD Alumni and is working with us on this case.

Published 27 Feb 2017

Reference 6129

Topic Marketing

Industry Telecommunications Wireless Banking

Region Global

View case
The Michel et Augustin case tells the story of Michel de Rovira and Augustin Paluel-Marmont as they set up their company Michel et Augustin in 2005 to brand and sell sablé cookies. The founders have a vision of creating a brand that can prosper in a competitive market dominated by big players and full of commoditized offerings.

Published 25 Mar 2014

Reference 5757

Topic Marketing

Industry Food and Beverages Production

Region Europe

View case
Consumer Decision-Making