Prof Veronika Bellone has been in the franchise business since 1986. She started out as a franchise manager with Cosy-Wasch-Autowaschanlagen GmbH in Berlin. In 1991 she founded her own franchise consulting business, which she has since held in Switzerland. Among her reference customers are Fleurop, Mövenpick, Sara Lee, the Swiss Post, SPAR, Valora, Berliner Bäderbetriebe, Mäurer & Wirtz and Warner Bros. In addition, she is a professor at the FHNW School of Business in the area of marketing and entrepreneurship as well as at the Lucerne University of Applied Sciences and Arts, where she covers franchising as part of the CAS services marketing course. She regularly publishes reference books on marketing and franchising-related topics.

Bellone FRANCHISE CONSULTING takes a holistic approach to its subject. As a forerunner and founder of the concept of sustainable green franchising, Bellone together with her business partner, Thomas Matla, opened a Greenfranchise Lab® in Berlin in 2011. The lab offers an environment conductive to research, development, innovation, lectures and workshops. Bellone and Matla also developed the Greenfranchise Award, to be run in 2017 for the fifth time in cooperation with the German franchise union. 

With the University of Applied Sciences and Arts Northwest Switzerland since 1995.

Modules: Marketing as part of the 1st and 2nd year business management course (basics and strategic planning)

Developed TCI (theme-centred interaction) for the analysis and review of e-commerce platforms of Swiss companies and executed it between 2001 and 2007.

Development of the module “New ways in enterprise management”: Students approach business management from different points of view and learn the meaning of specifically imposed limits. They gain the tools that enable them to guide themselves, a business and a market environment with attentiveness and proactively to the best possible extent during processes of change.

Application with the module “Marketing concept” on the “CAS business management SME” certification course. The compilation of personal as well as market-ready business plans in the fields of products or services, establishing a business and/or succession planning are at the focus of this course. 

Application with the module “Franchising” in the “Entrepreneurship” major. Among other things students get to know the economic meaning of entrepreneurship as well as ways into business for themselves. The franchise principle is used to demonstrate the preconditions required for the multiplication of a given business model that can be standardised. 

Development and application of teaching “Marketing II/White Space in the age of the Internet of Things”.  The digitisation of the world is changing the market environment of companies at speeds never encountered before. Every business sector is affected. Publishing, book trade and the music and film industries have been among the first to learn this. Car manufacturers, hotels, higher education institutes and financial institutions are increasingly experiencing the influence of digital replacements on their business. The Internet of Things stands to directly affect every single provider. 

Hence being able to predict its potential effects on one’s own business sector and company is becoming increasingly more important. Outlining scenarios to get ready for the near future is also of decisive importance. “Marketing II/White Space” is bringing both aspects together. Lectures establish the basic structure for the formulation of the marketing mix for consumer goods as well as service providers and include influencing factors in the market. Through different methods and tools the students develop future models for different sectors with a practical orientation.

• Brem, Pascal (2017). Change of an existing financial services provider into a fintech company, bachelor thesis in marketing and communication         
• Lehmann, Lea; Lindenmann, Murielle; Huber, Ladina; Zagami, Debora (2016). Development of ideas for small bread loaves with additional use (for an existing production facility), project work, marketing and communication     
• Wollstein, Arevik (2016). Marketing strategy for Skyr, bachelor thesis in marketing and communication
• Dogas, Mijo; Kaurinovic, Ivan; Lüthi, Luca; Zubler, Cedric (2016) Market analysis and marketing concept structure for katzenbaden.ch, project work, marketing and communication          
• Stahel, Yannick (2016). Digitisation and mobilisation of advising the private retail clients of Valiant Bank, bachelor thesis in marketing and communication
• Caligiuri, Roberto (2016). Business plan for the Neverending Birthday business idea, bachelor thesis in marketing and communication
• Lei, Samuel; Müllhaupt, Tobias (2016) Development of a franchise concept for the Justfootball Academy, bachelor thesis in marketing and communication
• Messerli, Mitja (2016). Franchising in the 21st century. Where does it go, in the age of digitalization and disruption? Bachelor thesis in marketing and communication
• Krüttli, Roman (2016). Mega trend digitisation: Mobile payment systems/UBS Switzerland, bachelor thesis in marketing and communication
• Bäumlin, David; Hasler, Belinda; Keller, Vera (2016). Schmuckli, Martina The importance of franchising as a business founding and developing strategy in Switzerland, project work, marketing and communication
• Fähndrich, Stefanie; Keller, Alexandra (2015). Development of the guest card system of tibits AG taking into account trends and their effects, bachelor thesis in marketing and communication
• Buntschu, Kai; Ehrat, Ian; Etter, Marco; Fischer, Elena; Keller, Tim (2015) Development of the business relationship between Valora and their avec. partners. Satisfaction survey of franchisees and comparison to previous years’ results including expert interview, project work, marketing and communication
• Lang, Ramona (2015). Concept of a marketing mix for the distribution of Liebherr cooler and freezer appliance in Saudi Arabia, bachelor thesis in business management and marketing.
• Asquini, Gian-Luca; Ernst, Eric; Heger, Lia; Holliger, Kerstin (2015).       Growth potential of familea, market analysis canton of Aargau, project work, marketing and market research
• Schmid, Corina; Vögeli, Larissa (2015). Business plan ADEC football school, club for the support of youth sports projects. Bachelor thesis in business management and marketing.
• Jost, Nicole; Obrist, Andrea (2015). In-store bakeries of Migros Basel. Critical appraisal of the newly introduced marketing concept with regard to relevant food trends and initial customer response. Bachelor thesis in marketing and communication
• Waller, Melanie (2015) Use of social media acquiring franchise partners for ParaMediForm? Bachelor thesis in franchising and communication
• Schenk, Stephanie (2014) “Attractive community” for Swiss Life customers. Recommendations for the introduction of new communities for Swiss Life customers. Bachelor thesis in marketing and communication
• Baumann, Peter; Schibler, Susanne (2014). Strategic referrer management concept for Klinik im Hasel AG. Inclusion of strategic referrer management in the future business strategy and implementation in the operative branches appropriate to different levels. Bachelor thesis in marketing and communication
• Cornali, Patricia (2014). Analysis and optimisation of the online marketing of Zimtstern, bachelor thesis in marketing and communication
• Guo, Shun Chao (2014). Expansion of the branch network of VermögensZentrum AG, bachelor thesis in marketing strategy and communication

Important publications since 2015

• Bellone, V. (Ed.), & Matla, T. (Ed.) (2018). Praxisbuch Dienstleistungsmarketing - Inspirationen, Strategien und Werkzeuge für KMU. Frankfurt: Campus Verlag
• Bellone, V. (Ed.), & Matla, T. (Ed.) (2018). Praxisbuch Franchising – schnelles Wachstum mit System. München: Redline Verlag
• Bellone, V., & Matla, T. (2017). Praxisbuch Trendmarketing : Innovationskreislauf und Marketing-Mix für KMU. Frankfurt: Campus Verlag.
• Bellone, V. (2016). „Sechs Schritte Innovationen nachhaltig zu nutzen“. Bonn: ZAP Verlag GmbH.

Presentations (overview)

• November 2016, “Leadership in the digital age”, customer convention GEMALTO AG
• Culture & Congress Centre, Aarau
• October 2016, “Franchising: What do I have to think about?”, Enterprise foundation seminar, Basel
• September 2016, “Multiplication of a business concept”, VFU Jour Fixe, annual entrepreneurs’ convention, GDI Rüschlikon/Zurich
• April 2016, “Generation Y”, keynote speech, Walo Bertschinger AG Convention, Schlieren
• November 2015, “Systematically successful with franchising”, Swiss Franchise Association Zurich, module I and II, building a franchise in eight steps
• June 2015, “CAS Business Management”, marketing in the framework of business plans, Basel
• July 2014, Start-up Fair, Zurich, coaching start-ups as part of the trade fair event
• June 2013, “Trends in franchising”, annual convention of Rüegg-Cheminée, Budapest
• November 2012, “Building franchise systems, green franchising as a success factor”, Start trade fair in Dortmund, Germany
• November 2012, “Business success through consistency”, SPAR marketing gala in Pfäffikon
• September 2012, “Green franchising: How you can take care of your grandchildren already today”, conference about the future, DFV, Berlin, Germany
• May 2012, “Green franchising: Success through ecologically, socially and economically integrated growth”, second Sustainability Conference, Eisenach, Germany
• May 2012, “What is green franchising?”, Swiss Marketing Club, Zug
• April 2012, “Green franchisers: Tree huggers, greens, dreamers or tomorrow’s market leaders?”, DFV franchising congress, Cologne, Germany