Benjamin Buchwald Livres

Focusing on the evolution of Hess AG, this project report highlights the company's transition from a small metal foundry founded in 1948 to a prominent manufacturer of decorative and architectural street and outdoor lighting. Located in Germany, Hess has gained recognition for its innovative and sustainable lighting solutions, collaborating with architects and designers to create sophisticated concepts. Notable projects include the lighting design for Beijing's Olympia Park, showcasing the company's commitment to technology and sustainability in its products.

The document explores the sensory impact of marketing, particularly focusing on how sound can evoke memories and emotions related to products. It delves into the psychological aspects of offline and online marketing strategies, emphasizing the importance of creating memorable experiences for consumers. The study, graded highly at Anglia Ruskin University, highlights the interplay between sensory perception and consumer behavior, showcasing how effective marketing can lead to stronger brand connections.

This examination thesis explores Ladurée's expansion into China, analyzing cultural differences between French and Chinese markets. It discusses the risks of internationalization and emphasizes the importance of understanding local consumer needs and employee management. The essay applies cross-cultural management theories to address potential challenges in establishing a new store.