Robrecht Van Goolen

Spam and Marketing Communications

Abstract The purpose of this research is to describe how spam has become an issue in marketing communications, considering opinions of the digital marketing sector and Internet users. In-depth interviews were organized with digital marketing experts in order to gain a profounder understanding in the complex construct of spam. Additionally, a web-based survey explored whether and how Internet users handle spam and privacy online. Survey results unveiled three users segments, each holding specific profiles on concern for personal information exposed online, sharing information online, and particular coping actions against spamming (Buchanan, Paine, Joinson, & Reips, 2006; Smith, Milberg, & Burke, 1996).

International Innovation Labs: An Innovation Meeting Ground between SMEs and Business Schools☆

Abstract The EU lags behind in innovation compared to other major world economies due to, amongst others, lower levels of investment in innovation and an insufficient use of communication technologies. SMEs find it difficult to fully exploit the business potential of the scientific and technological advances made by research and education institutes. International Innovation Labs are conceived as a collaborative meeting ground between SMEs and business schools with a twofold objective: (i) to stimulate business model innovation in SMEs; (ii) to develop a systematic approach for innovation processes, adjusted to their limited financial and marketing resources. The knowledge acquired from the case-based approach was used to create an innovation manual with a practical roadmap to innovation within SMEs. Special attention is given to create an open innovation culture within businesses.