© 2017 Erich Joachimsthaler. All Rights Reserved

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In 2017, Dr. Joachimsthaler was inducted as an ISBM Fellow, which recognized him as a senior scholar/ thought leader, having made significant contributions to the advancement of the theory and practice of B2B marketing.

AREAS OF RESEARCH INTEREST

Dr. Joachimsthaler researches and writes at the intersection of strategy, innovation, and brands.

STRATEGY,

DIGITAL &

TECHNOLOGY

BRAND STRATEGY,

PORTFOLIO &

ARCHITECTURE

INNOVATION, 

CUSTOMER 

CENTRICITY &

GROWTH

Dr. Joachimsthaler is a leading digital and technology expert. His research on digital ecosystems and platform businesses focuses on the current evolution from traditional supply-side economies of scale to demand-side economies of scale or network effects and the impact on industries, categories and brands.

He has led pioneering work in branding for over 25 years. He co-developed the famous Branded House-House of Brand model of brand architecture; he conducted seminal work in building a fact-based and rigorous brand strategy model, brand management, and the impact on changing the culture of an organization.

He developed the award-winning D.I.G. or demand-first innovation and growth model. The model helps companies to build new innovation capabilities, optimize innovation processes and to create demand-centric innovation playbooks that drive exponential new value for customers or consumers.

 

PUBLICATIONS: STRATEGY, DIGITAL & TECHNOLOGY

Dr. Erich Joachimsthaler has published over 100 articles, working papers, and book chapters in academic and professional journals and magazines. Download his full resume, publications and academic credentials here.

 

Reimaging Value Creation: Platforms versus Pipelines, 2018 (forthcoming book)

Impact of Digital Technologies on Marketing (2015 – 2017)

Social Currency

 

In 2009, Dr. Joachimsthaler pioneered the concept of social currency which was published in 2010. Since then, he conducted research with over 50,000 consumers across more than 100 brands, and 25 industries.

 

The last survey research was conducted in 2016.

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PUBLICATIONS: BRAND STRATEGY, PORTFOLIO & ARCHITECTURE

The Future of Brand Leadership 2018 (forthcoming book)

Brand Leadership: Building Assets In an Information Economy

Brand Leadership, co-authored with David A. Aaker was first published by The Free Press in January 2000 and republished in 2009 by Pocket Books London. It describes the new leadership paradigm of building strong brands and has been translated into 14 languages.

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PUBLICATIONS: INNOVATION, CUSTOMER CENTRICITY & GROWTH

Hidden in Plain Sight: How to Find your Company’s Next Big Growth Strategy

The book, as published by the Harvard Business School Press, has been translated in 10 languages. It describes the award-winning demand-first innovation and growth model.

Hidden in Plain Sight: 10 Years Later in Marketing Wisdom

(Forthcoming book, co-authored with Agathe Blanchon and Dr. Markus Zinnbauer, Kartikeya Kompella (Ed.), Springer Verlag, 2018.)

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