In this talk, Professor Edgar Gonzalez presented the global ambitions of the Netherlands-based innovative bicycle company VanMoof. It was emphasized that even a strong product, an eye-catching website, a revolutionary approach, and five-star service can put the entire experience at risk if communication with the end user—the final link in the chain—is not effective.
The competitive advantages and innovations introduced by VanMoof to maintain user engagement were examined, and key challenges affecting brands’ global visibility were discussed. Additionally, the role of design as a competitive advantage and the benefits of integrating it into the early stages of any venture were explored.
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