Posts

Four Scenarios for the Post-Corona Time

With a large series, the investor magazine “Effecten-Spiegel” had addressed so-called megatrends in 2019. But what remains of these profound societal and economic developments after the Corona pandemic? In its current issue, author and board member Susanne Schäffer refers to an interesting analysis that scientists at the Future Institute in Frankfurt am Main have created with the following question: How will we live and do business after the pandemic? In its current white paper, the institute describes four possible scenarios of how the Corona crisis can change the world
– in societal and economic terms.

Fears of the future are booming

The pandemic raises many questions. Nobody knows exactly where the journey is going and what the future will look like afterwards. But one thing is clear: After the Corona crisis, nothing is as it once was. However, the scientists say, the possible consequences of the pandemic can be estimated using the methods and tools of trend and future research. Using four scenarios, the Future Institute describes what our future could look like in the medium term after the pandemic. These are total isolation, system crash, neo-tribes, and adaptation.

Scenarios help to understand the future

In the “total isolation”, the institute formulates, the shutdown has become normal. Scanning wrist chips when entering subways and exchanging health data before the first date are as normal as lengthy visa procedures for trips abroad. Basic care is guaranteed by trade agreements between individual states – no more.

In the second scenario, the “system crash”, the world can no longer get out of its daze. Nationalistic interests instead of globalization, everyone is out for themselves. Drastic measures even for the smallest spreads are the result. Nobody believes in international cooperation anymore. The world nervously wobbles into the future.

Are the negative post-Corona scenarios likely?

In the “Neo-Tribes” scenario, on the other hand, the globalized society has developed back more strongly towards local structures. Regional products are trump, flanked by a return to family, house, and yard. Sustainability and we-culture, thought locally instead of globally.

In the “Adaptation” scenario, the world emerges stronger from the crisis. We have learned to adapt better and deal more flexibly with changes. What we should expect according to Professor Hans-Christian Riekhof: the performance of health systems, the global tracking of epidemic courses, the much faster international sharing of valid data on epidemics, the independent benchmarking of national health strategies are changes that are likely and that strengthen our society.

Compare the scenarios with reality in a few years

Professor Riekhof considers this model of possible scenarios to be very helpful in that it brings together and interprets the existing societal and political currents based on the dimensions of optimistic vs. pessimistic and global/networked vs. local/isolated. “Even heads of state can be classified in their basic orientations in this grid. But the pressing core question is: which scenario is most likely? We should take a sober look back in a few years.”

Anti-Fragility: New strengths emerge in crises

If you have read books like Hans Rosling’s Factfulness or the works of Gregg Easterbrook, then it is difficult to take the pessimistic perspective. If you evaluate the prosperity effects of globalization from a distance, then a world without global networking is simply unimaginable, says Riekhof. He refers to Nicholas Taleb, who is completely right that systems (and societies) become anti-fragile and thus more resilient when they are shaken by crises like Corona. “The adaptation scenario seems to me to be the only likely one – even if the other scenarios may be better marketed in the media.”

The matrix for the four scenarios

How will we live and do business after the pandemic? In its current white paper, the Future Institute describes four possible scenarios of how the Corona crisis can change the world - in societal and economic terms.

Graphic/Matrix: Future Institute

Sources

Effecten-Spiegel No. 19, 07.05.2020, page 8

Future Institute (with details on the topic and the analyses):

https://www.zukunftsinstitut.de/artikel/wirtschaft-nach-corona-wochen-der-weichenstellung/
https://www.zukunftsinstitut.de/artikel/der-corona-effekt-4-zukunftsszenarien/

Photo: Martin Sanchez/Unsplash

How Amazon is combating unfair prices during the Corona crisis

“Readers of our Pricing Newsletter know what unfair prices are (see Newsletter No. 23 – Unfair Prices): they are at the expense of the customer relationship. This seems to be Amazon’s motivation at the moment. The online retail giant has excluded almost 4,000 traders from their platform because they are calling for disproportionately high and therefore unfair prices from Amazon’s point of view during the Corona crisis”, says Pricing Expert Prof. Hans-Christian Riekhof. “What Amazon unfortunately does not reveal are the specific criteria that lead to exclusion”, Riekhof criticizes.

On its own homepage, Amazon has announced that the group has blocked thousands of seller accounts for price gouging during the coronavirus pandemic. The operator of the largest US online marketplace said it had obtained well over half a million offers and blocked more than 3,900 sales accounts in the US for violating its fair pricing policy. A dedicated team was used to identify and investigate “unfairly priced” products that are in high demand, such as protective masks and hand sanitizers.

The online medium Bloomberg quotes an Amazon statement that was issued on Monday: “We also proactively exchange information with the attorneys general and federal authorities about sellers we suspect have committed an outrageous price robbery on products related to the COVID-19 crisis.”

Since the outbreak of the coronavirus has escalated, there has been a rush on hand sanitizers, toilet paper, paper towels, meat, and canned soups, among other things. Some people have tried to sell cleaning products and other accessories at inflated prices on Amazon, EBay Inc., and other websites.

The original message at Amazon / company news:
https://blog.aboutamazon.com/company-news/price-gouging-has-no-place-in-our-stores?tag=amazon-sso-21?tag=amazon-sso-21?tag=amazon-sso-21

The message at Bloomberg:
https://www.bloomberg.com/news/articles/2020-03-23/amazon-suspends-almost-4-000-seller-accounts-over-price-gouging

Photo: Amazon Homepage

Corona-Virus, Price Gouging and Amazon

Is it permissible to make a profit out of fear of the Corona epidemic? In the USA, online retailers have massively increased the prices for the currently highly demanded respiratory masks. According to a report by the news magazine Spiegel, Amazon is currently punishing overly audacious retailers and even banning them from its online platform. The company justifies this with a violation of price guidelines.

Pricing expert Prof. Hans-Christian Riekhof points out an essential aspect: “Anyone who regularly reads our Pricing Newsletter knows the concept of good and bad profits: bad profits are those that come at the expense of the customer relationship. A very sensible and plausible definition, but it is not used in this form in many companies.”

Interestingly, Amazon is different in its approach to such retailers on its platform who have multiplied the prices for the protective masks in the face of the Corona crisis, sometimes by four to five times the regular price. “It seems that bad profits are feared here. After all, in this case, it is not the Amazon profits that are to be waived, but the contribution margins of the retailers on the Amazon platform”, says Riekhof.

According to the US magazine “Wired”, which the Spiegel report refers to, the online retailer has warned several sellers and deleted some overpriced offers from its platform.

Read the US original message that the Spiegel refers to:
https://www.wired.com/story/covid-19-amazon-curb-face-mask-price-gouging/

Photo: Sunyu Kim/Pexels

Limeade: How do I reach all 50,000 employees of a corporation?

Limeade
Markus von Aschoff, Managing Director Limeade Europe

On April 6, 2019, Markus von Aschoff (photo), Managing Director Limeade Europe, gave a lecture on Digital Marketing at the invitation of Professor Hans-Christian Riekhof at PFH Private University of Göttingen. In the following interview, the manager provides insights into the strategic and operational measures of the company.

Read more

B2B Wholesaler Fricke: Preventing ‘Logical Errors’ with New Pricing Tool

Kai Ostendorf
Kai Ostendorf, Head of Pricing at Granit Parts / Wilhelm Fricke SE

On November 11, 2019, Kai Ostendorf (photo) gave a lecture on pricing at the invitation of Professor Hans-Christian Riekhof at the PFH Private University of Göttingen. He provided an insight into the pricing of the agricultural machinery wholesaler in the B2B environment – before and after the implementation of a pricing tool. The following interview emerged from the discussions held there.

Read more

Fashion Retailer ABOUT YOU: Brand Message is Communicated Digitally in 360 Degrees

ABOUT YOU Julian Jansen
Julian Jansen, Director Content, ABOUT YOU

“Marketing in times of digital upheaval” is the motto of the 7th Göttingen Marketing Day on November 8th, to which the PFH Private University of Göttingen invites. In the focus of our interview series with the participating speakers, which Professor Dr. Hans-Christian Riekhof has conducted in advance, today is a large fashion company. In the conversation, Julian Jansen, Director Content at ABOUT YOU, reveals, among other things, how the former Otto start-up implements a 360-degree orientation with platform-specific social media content.

Read more

Airbus shows: Customer data is valuable – also in B2B business

Airbus wants to charge aircraft maintenance companies for access to necessary data in the future. Handelsblatt refers to a report by the specialist portal “MRO Network”, according to which this information has not yet been officially confirmed, but is already causing a stir in the industry.

“That (customer) data has a value should have become clear to us at the latest when we look at the stock market valuation of Apple, Google, Facebook, Amazon, Airbnb or Uber”, explains Hans-Christian Riekhof, Professor of International Marketing at PFH Private University of Göttingen. The value of these companies is largely not based on physical assets. Some of these companies even report high losses and still achieve high company valuations.

Companies benefit from customer data provided free of charge, which they resell

The reason for this, according to Professor Riekhof, is the value of the customer data that these companies have. Data that they partly resell and that is usually provided to them by customers free of charge. “A second aspect should not be completely overlooked: already in the basic lecture on economics one learns that one can make decent profits in monopoly situations.”

According to Riekhof, data is valuable has now also become known in the B2B business. “A very nice example in this respect is Airbus: there is a dispute with the suppliers or with the maintenance industry about who may use the data and who has to pay what price for it.”

Airbus sees intellectual property in customer data that represents a value

According to the MRO Network report, maintenance companies are to pay a certain percentage of the amount they themselves charge the airlines for maintaining the jets to the European aircraft manufacturer as a data fee in the future. Airbus has so far provided essential data free of charge, while others used it for their business. But Airbus sees intellectual property in them, which represents a value, access to which must be rewarded with usage fees in the future.

As Handelsblatt further explains, it is about future data sovereignty in aviation. In addition to Airbus, Boing and maintenance companies such as Lufthansa Technik also want to play a leading role in the evaluation of the data. Airbus, for example, wants to record 10,000 aircraft from 100 companies on its Skywise platform by the end of the year.

Photo: pixabay.com