Dr. Günther Botschen
Scholar and LecturerInstitute of Strategic Management, Marketing and Tourism
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Vita:
Günther Botschen holds the externally funded position “Netzwerk-Tirol Stiftunsassistenz” sponsored by eight companies and institutions from Tyrol and Vorarlberg. He teaches Retail-Management in the new Bachelor and Master Programs.
Günther has earned his Magister in Business Administration and Doctorate in Marketing at the Leopold-Franzens-University in Innsbruck. From 1984 to 1997 he taught and researched as a member of the retailing and marketing faculty at Leopold-Franzens-University. From 1997 to 2000 he was Senior Lecturer in marketing at the Aston Business School in Birmingham, UK. In 2001 he founded with two colleagues the Institute of Brand Logic, Innsbruck, a consultancy for the development and leadership of brand-driven companies. In this function he supported well-known corporations in the development and implementation of a brand-driven leadership approach.
In July 2007 he returned to the marketing group as a research fellow and lecturer in retailing. Günther has taught a broad range of subjects to undergraduates, graduates, and executives in Austria, France, Germany, United Kingdom and United States.
Günther is married to Martina. They have two children, Moritz and Laura, and the cat Pezi.
Research Focus:
In his research Günther studies the development and leadership of brand-driven companies from an interdisciplinary perspective. In this field he is putting a focus on the development of a conceptual phase model for brand-driven renewal. The model consists of three layers: the determination of the „new“ strategic brand identity, the translation of the intended strategic identity into concrete contact-point experiences, and the alignment of structure, processes, functions and employees’ behaviour.
The first layer describes the identification of the content of the new brand identity. For this purpose various approaches fort the creation of brand identities have been integrated. In contrast to the internally oriented organisational identity concepts this approach is driven by socio-cultural meanings. These meanings provide a rich banquet of values, social concepts and archetypes for the creation of a unique strategic brand identity stimulating the most promising potential for enduring resonance.
The second layer translates the rather abstract combination of core meanings into concrete contact point experiences for customers, employees and other important stakeholders. This mechanism supports the continuous and self-similar reproduction of the intended core values of the organisation.
The third layer deals with the challenging phase of aligning structure, processes, functions and behaviour of employees to facilitate the derived concrete contact point experiences. The proposed organisational change mechanisms are based on research and fieldwork on the learning organisation, more specifically on understanding and developing mental models of human beings.
The whole phase model has been evolving during various long lasting practitioner researcher collaboration applying action research approaches and techniques.
A second research stream deals with the phenomenon of “Spannung” from an interdisciplinary perspective. There he intends to develop a framework of balancing continuity and renewal to strengthen brand retention.
Research Projects:
- A Phase-Model for Brand driven Renewal
- Brand-driven and Brand-strengthening Sales Management – A Conceptual Framework
- Spannungsmanagment – Managing “Eutension”
- Brand Attachment (with Eva Thelen, Universität Innsbruck)
Publications (selection since 1999):
- Botschen Günther and Kittinger-Rosanelli Christine (2010), „Markenorientierter Wandel in Organisationen“, in: Change Leadership – den Wandel antizipieren und aktiv gestalten, Harald Pechlaner, Margit Raich, Silvia Schön, Kurt Matzler (eds.), Wiesbaden, Gabler, 1st Edition, 368-396.
- Botschen Günther, Eva Thelen und Romana Berrer (forthcoming), „Behavioral and Attitudinal Loyalty to Retail Brands: The Role of Attachment Styles“, EIRASS, Istanbul, Turkey 2010
- Botschen Günther, A Phase-Model for Brand-driven Renewal, (forthcoming) 5th Workshop on Organisational Change and Development: Core Competencies in a Changing World, Vienna 2010
- Botschen Günther and Andrea Hemetsberger (2009), „Aesthetics-driven Retailer Branding“, Proceedings (CD-ROM) of the 15th Conference of the European Association for Education and Research in Commercial Distribution (EAERCD), Guildford 15-17 July 2009, UK.
- Botschen Günther Kittinger-Rosanelli Christine (2009), “ Brand driven Change: An in-depth-case study based on Giddens Structuration Theory”, conference proceedings (CD-ROM) of the 5th Thought Leaders International Conference on Brand Management. 6-7 April 2009, Athens
- Botschen Günther and Christine Rosanelli-Kittinger (2008), “Brand-driven and brand strengthening sales management”, Proceedings of the Second Biennial Conference on Enhancing Sales Force Productivity, Kiel, Germany
- Botschen Günther and Eva Thelen (2008), “Emotions in Store Switching Processes”, Proceedings of the 15th INTERNATIONAL CONFERENCE ON Recent Advances in Retailing and Consumer Services Science, Zagreb, Croatia
- Botschen, Günther and Eva Thelen, (2007) “Focus of Brand Attachment: What customers love and would miss about their retail brand – Does attachment style matter?”, Best Papers Proceedings of the 9th International Forum on The Sciences, Techniques and Art Applied to Marketing. Academy and Profession, eds. Ortega Enrique, Ladislao González and Enrique Pérez del Campo, 39-58.
- Botschen, Günther (2007), “Sagen Sie niemals Leberkäse zu ihm, es ist ein Neuburger!”, absatzwirtschaft – Zeitschrift für Marketing, 12/2007, 40-43.
- Botschen, Günther (2006), “Von den Hütern der Mittelmäßigkeit”, Markenartikel, 6/2006, 30-33.
- Botschen Günther and Martina Botschen (2006), “Kundenintegrierte Produktentwicklung”, together with Martina Botschen, in: Kundenorien-tierung - Kundenzufriedenheit - Kundenbindung, Matzler K. and Hinterhuber H.H. (eds.),Gabler, Wiesbaden, 5th revised edition.
- Botschen, Günther (2005), “Das Leben ist schön”, Cash, September 2005, 26-27
- Botschen, Günther and Ian Combe (2004), “Strategy Paradigms for the Management of Quality: Dealing with Complexity” together with Ian Combe”, European Journal of Marketing 2004. Vol. 38, No. 5/6, 500-523.
- Botschen, Günther, Jos Lemmink, and Ian Lings (2004) “Quality Management in Services - Designing System Chain Processes for High Performance Services”, guest editor: Special Issue in the Journal of Business Research, Journal of Business Research, Vol. 49.
- Botschen, Günther and Wolfgang Rigger (2003), „Branding: Activating and Engaging Cultural Meaning Systems”, Proceedings of the Brand Logic Recontre 2003, The Interdisciplinary Forum of Experts for research in Brand Systems, Innsbruck, 15-23.
- Botschen, G., Crowther, D. (2001), "The semiology of aesthetic atmospherics to study environmental design effects in retail outlets", Studies in Social Marketing, Working Paper Series, No 9, University of North London, London.
- Botschen, Günther (2000), “Internationalisation of Encounter-based Relationship Strategies”, in: Relationship Marketing: Gaining Competitive Advantage through Customer Satisfaction and Customer Retention, Thorsten Hennig-Thurau and Ursula Hansen (eds.), Springer Verlag, Heidelberg 279-295.
- Botschen, Günther and Martina Botschen (2000), “Interactive Methods in Public Service Design in Austria, in: Market Research in Health and Social Care, eds. Mike Luck, Rob Pocock, and Mike Tricker, Routledge.
- Botschen Günther, Eva Thelen, and Rik Pieters (1999), “Using Means-End Structures for Benefit Segmentation: An Application to Services”, European Journal of Marketing, 1999, Vol. 33, 1/2, 38-59.
- Pieters Rik and Günther Botschen (1999), “European Research in Services Marketing and Management”, Special Issue in the Journal of Business Research, guest editors, Journal of Business Research 1999, Vol. 44, 1 (January).