Brand Ventures
Our Brand Venture Talks bring the best and most well-known researchers from the Top Universities of the world to Innsbruck to enhance knowledge and inspire students, practitioners and our local academic community with insights into and around brands and their audiences.
The Brand Ventures offer practitioners inspiring new ideas, a state-of-the-art knowledge update, a space for networking, and an intellectual outbreak from everyday routines. Students gain extracurricular insights and the opportunity to personally meet with reputed marketing professionals and academics.
Brand Venture XXIX mit Prof. Fleura Bardhi
Why is coworking appealing? The role of consumption in designing new ways of working
19th of May 2025, 6:00 pm
HS 3, SOWI- Building, Universitätsstraße 15
canceled!
Short abstract
Consumption has always been part of the workplace, yet it has traditionally been seen as nonwork—an activity that depletes rather than creates value. In the knowledge and digital economy, however, consumption and work are becoming increasingly intertwined. We develop this perspective through a four-year ethnography of coworking spaces across Paris and London. We introduce consumptive work as the instrumentalization of consumption activities in the workplace to generate productive value. Ultimately, consumptive work reinforces evolving consumer desires and aspirations about office work and workplaces, as well as new ways of working and consuming, connecting work, home, and leisure.
Bio
Fleura Bardhi is a Professor of Marketing at Bayes Business School, City, University of London, UK, and a Visiting Professor at Copenhagen Business School, Denmark. Fleura’s work has been published in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Academy of Marketing Science, Harvard Business Review, Psychology and Marketing, Marketing Theory, etc. She also serves as an Associate Editor and an Editorial Board member of several Top-tier Journals in the field, as well as an advisory board member for the Center for Empirical Philosophy and Behavioural Insights (CEPBI), Wharton Business School. She was an Associate Professor of Marketing at Northeastern University, Boston, USA, before moving to London, UK.
Registration
Brand Venture XXIX mit Prof. Fleura Bardhi
Past Brand Ventures
Brand Venture XXVIII
Prof. Valentyna Melnyk
Behavioral Labeling: An Alternative Way of Building and Growing Brands
Lecture: 13. 12. 2024
Brand Venture XXVII
Prof. Cristel Russell
THE BRAND BACKSTORY : (whether, where and what to) SHOW AND (to whom, by whom and how to) TELL
Lecture: 29. 04.2024
Brand Venture XXVI
Prof. Johanna Gollnhofer
Brand Heritage - wie Markenloyalität vererbt wird
Lecture: 19. 01. 2024
Brand Venture XXV
Prof. Joonas Rokka
Atmospheres, bubbles, and effervescence! What makes up compelling experiences?
Lecture: 23. 06. 2023
Brand Venture XXIV
Prof. Hans Baumgartner
I’m lovin’ it - The intergenerational transmission of brand love
Lecture: 24. 01. 2020
Brand Venture XXIII
Dr. Katharina Husemann
"Consumer Deceleration – The Growing Business of Helping Customers Slow Down"
Lecture: 07. 06. 2019
Brand Venture XXII
Prof. Gulnur Tumbat
"Branding Life Risk - The Mount Everest Experience"
Lecture: 25. 01. 2019
Brand Venture XVIII
Prof. Eileen Fischer
"Cobranding Alliances between Product and Person Brands"
Lecture: 25. 10. 2016
Brand Venture XVII
Prof. Adam Arvidsson
"Brands on Social Media. Do People Really Care?"
Lecture: 20. 5. 2016
Brand Venture XVI
Prof. Marcel Zeelenberg
"Towards an Economic Psychology of Greed"
Lecture: 22. 01. 2016
Brand Venture XV
Prof. Torsten Ringberg
"Improving a Powertool Brand by Accessing the Subconscious Minds and Subculture of Tradesmen"
Lecture: 19. 06. 2015
Brand Venture VIII
Prof. Michael von Brück
"In Search of (Brand) Identity between the Ordinary and the Distinctive"
Lecture: 28. 06. 12
Workshop:29. 06. 12
Brand Venture VII
Prof. Rupert Sheldrake
"Morphic Resonance and the Fields of Body and Mind"
Lecture: 26. 04. 12
Workshop: 27. 04. 12
Brand Venture VI
Prof. Diego Rinallo
"Branding as Magic"
Lecture: 12. 01. 12
Workshop: 13. 01. 12
Brand Venture V
Prof. Johan Schouten and Prof. Diane Martin
"The Evolution of a Consumption Community: Lessons from the Harley-Davidson Experience”
Lecture: 20. 10. 11
Workshop: 21. 10. 11
Brand Venture IV
Prof. Jill Avery
"Managing the Dynamics of Consumer-Brand Relationships"
Lecture: 30. 06. 11
Workshop: 01. 07. 11
Brand Venture III
Prof. Gerard Tellis
"Does Online Chatter Matter to Marketers?"
Lecture: 19. 05. 11
Workshop: 20. 05. 11
Brand Venture II
Prof. Eric J. Arnold
"Building Luxury Legitimacy through the Store"
Lecture: 13. 01. 11
Workshop: 14. 01. 11
Brand Venture I & Grand Opening
Prof. Sidney J. Levy
"Researching the Brand – Theory and Application"
Lecture: 02. 12. 10
Workshop: 03. 12. 10