Working with the business world is a way to show the impact of research. It has been our ambition to make scent culture research relevant for business from the outset. This post features a few milestones (i.e. industry workshops, management education) demonstrating how this is going forward.
A car is a means of transportation. This is obvious. What is less obvious however is that the […]
We have been looking at cars as “olfactory artifact” for quite a while. In fact, the automobile sector is part of a larger interest in the aesthetic and experience economy.
In addition to light, sound, color and other design dimensions scent is increasingly used to influence human emotions and behavior. Aromatherapy is the discipline that has developed this expertise and knowledge of centuries. Scent Marketing is currently an obvious case. But there are also non-commercial contexts as this story from Eindhoven reports.
The olfactory dimension of automobility is the core theme of a recent essay by Claus Noppeney published in “Das Magazin” a weekly supplement to several Swiss newspapers.
Some insights from our recent sensory turn in management education:
Smell culture studies are offered as part of the contextual studies at the University of St.Gallen. Here are some insights:
It is apparent that the sense of smell can hardly be switched off at the workplace. Yet, business and management research has only recently started to explore its relevance.
Sensory and scent-marketing highlight how the sense of smell affects our everyday purchasing decisions. Accordingly, one expects an abundance of scented products in contemporary consumer culture. Yet, we can also witness an increasing awareness of multiple chemical sensitivities that might promote an opposite trend. This is the commercial context of a recent thesis submitted in the BBA International Program at Bern University of Applied Sciences by Jennifer Zwyer and supervised by Claus Noppeney: How prevalent is the sense of smell in today’s consumer culture? How prevalent are scented products on the shelf in supermarkets today? How openly is the olfactory status communicated to the consumer? Verbally? Visually?
Abercombie & Fitsch has been nominated the most hated retailer. This post explores how this might be related to the company’s scent strategy.
The city of Bern runs a lively blog that monthly discusses business related issues in the economic area of the Swiss capital. Through it, a diverse selection of people from business, culture, civil service and society engage in public discourse. In this context, Claus Noppeney identifies “olfactory milestones” in the remarkable history of the city and shows how this tradition leads to current product innovation.
Scent marketing is the focus of the ongoing research project by Tobias Huwiler who studies in the Bachelor of Business Administration at Bern University of Applied Sciences.