Law firms, auditors, consultancies and other professional services firms depend on compelling contents and stories in their public relations work: Their knowledge-based services are, other than e.g. consumer goods, intangible and difficult to visualize.
A new competitive environment has emerged in retail. Whereas previously the emphasis was on low prices, nowadays the performance, quality and origin of products are playing an increasingly important role. Retailers are strengthening their multichannel and sustainability management and focusing on expanding internationally in order to gain a competitive advantage.