01. October 2015 / Permalink / Short URL
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Thematic thinking and blue oceans


Marketing strategists around the world are looking for Blue Oceans, that is uncontested market space. This is no different in emerging markets, such as Sub-Saharan Africa. The key question is, though, how to identify Blue Oceans and where exactly do you go once you get there. Those are the key questions on which I addressed a selected group of marketing professionals at a one-day conference organized by the University of Cape Town ‘Unilever Institute of Strategic Marketing, held in Johannesburg, South Africa.


Prof. Dr. Martin Hoegl
Prof. Dr. Martin Hoegl
is professor at Ludwig-Maximilians-Universität München (Munich, Germany), where he heads the Institute for Leadership and Organization.

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