April 2026

Sell

Why do German manufacturers offer more often modular solutions?

As an industrial marketing practitioner in several markets, I have repeatedly investigated the reasons for the superior competitiveness of German manufacturers compared to their French competitors. One of the frequent causes has been the greater modularity of German product ranges. This article describes what a modular product range is, its advantages, and offers several explanations […]

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Innovate

The market is doomed : How to keep your company afloat?

You run a business a market that is doomed to disappear, whether due to regulation, climate change, a geopolitical event, or because new solutions are rendering your offering obsolete. What can you do? Once the initial stages of grief have passed, two options emerge: • the traditional option, guided by financial criteria, • the entrepreneurial

The market is doomed : How to keep your company afloat? Read Post »

Marketing

Persona: The trap of fake marketing

Marketing managers describe their target market using persona profiles. A persona is a fictional typical customer whose background, values, habits and attitudes towards the product are outlined. Market segmentation classifies buyers or users into groups of individuals with similar characteristics. It enables the development of a marketing strategy tailored to each group. Market segmentation and

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