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Know Your Customers' "Jobs to Be Done"
Sales & Marketing Magazine ArticleFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,... -
The Elements of Value
Customer strategy Magazine ArticleMeasuring—and delivering—what consumers really want -
How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Research: How Cultural Differences Can Impact Global Teams
Sales & Marketing Digital ArticleAnd what managers can do to help their international teams succeed. -
The Elusive Green Consumer
Sales & Marketing Magazine ArticleCompanies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,... -
A Refresher on A/B Testing
Technology & Operations Digital ArticleSpoiler: Many people are doing it wrong. -
The New Science of Customer Emotions
Sales & Marketing Magazine ArticleWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy... -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research. -
Neuromarketing: What You Need to Know
Sales & Marketing Magazine ArticleThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior... -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of... -
Pricing and the Psychology of Consumption
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
Do Rewards Really Create Loyalty?
Sales & Marketing Magazine ArticleAlthough reviled in the business press as short-term fads, rewards programs are gaining popularity. Rewards can and do build customer loyalty. Unfortunately,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Test Marketing in New Product Development
Marketing Magazine ArticleTo every marketing executive, the necessity and value of test marketing are often murky issues. The problem is partly that new products aren’t developed and put through their paces in a systematic enough way to let marketing men know when a test market is really in order. Compounding this difficulty is that the goals of […] -
Creativity in Advertising: When It Works and When It Doesn't
Sales & Marketing Magazine ArticleDo highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes... -
Four Steps to Forecast Total Market Demand
Sales & Marketing Magazine ArticleForecasting total market demand can be crucial to creating a smart marketing strategy. Some companies--and even whole industries--have learned the hard... -
How to Market in a Downturn
Sales & Marketing Magazine ArticleBecause no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say... -
10 Ways to Boost Customer Satisfaction
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
A Diverse Board Is an Independent Board
Boards Digital ArticleAnd window dressing doesn’t cut it.
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Canadian Tire: Selecting a Social Marketing Program
Sales & Marketing Case Study8.95View Details Canadian Tire is a large retailer of automotive, hardware, and houseware products. As part of the company's marketing strategy, the executive director... -
Theranos: The Unicorn that Wasn't
Organizational Development Case Study8.95View Details In 2003, 19-year-old Elizabeth Holmes founded a startup dedicated to making blood testing easier and more affordable. By 2015, her company, Theranos,... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)
Sales & Marketing Case Study8.95View Details Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100... -
The Magic of Marks & Spencer Food
Sales & Marketing Case Study8.95View Details -
Arcelik: From a Dealer Network to an Omnichannel Experience
Sales & Marketing Case Study15.05View Details Arcelik Turkey, the country's market leader in household appliances, was at an omnichannel crossroads in January 2020. Arcelik was a B2B player utilizing... -
Willow Creek Community Church: What Really Makes a Difference?
Leadership & Managing People Case Study8.95View Details Willow Creek Community Church, located outside of Chicago, IL, was one of the best attended and most influential churches in the United States. It was... -
Iridium Global Satellite Phone System: Lost in Space?
Sales & Marketing Case Study8.95View Details The spin-off of Iridium, a global telecommunications system, represented a significant business risk for Motorola, as many talented Motorola executives... -
Man Jit Singh at Sony Entertainment Television (A)
Organizational Development Case Study14.00View Details Explores the role of CEO Man Jit Singh and his senior management committee in leading Multi Screen Media Pvt. Ltd. (formerly SET Pvt. Ltd.), a leading... -
Troubadour Goods
Innovation & Entrepreneurship Case Study8.95View Details -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (B)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Vicks Health Care Division: Project Scorpio (B)
Sales & Marketing Case Study5.00View Details Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city... -
Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart
Sales & Marketing Case Study8.95View Details Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI... -
Apple Powerbook (A): Design Quality and Time to Market
Technology & Operations Case Study8.95View Details This case examines the design of Apple's first notebook computer in a context of extreme time-to-market pressures that challenge Apple's "time-to-perfection"... -
Airport Retailing at Mondelez: The Launch of Toblerone Crunchy Almond in Asia
Sales & Marketing Case Study8.95View Details The case describes the challenges and opportunities of airport retailing in the confectionery category from both manufacturers' and retailers' perspectives.... -
People Management
Organizational Development Case Study8.95View Details Highlights critical gaps between research and practice in the field of strategic human resources management. Also, aims to debunk some myths and preconceptions... -
Planters Nuts
Sales & Marketing Case Study15.05View Details In 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years.... -
Consumer Behavior Exercise (F)
Sales & Marketing Case Study8.95View Details Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her ownership and usage... -
Patagonia: Closing the Loop on Packaging Pollution
Leadership & Managing People Case Study8.95View Details Single-use packaging waste is invading all corners of the world. Wholesale change is urgently needed to create packaging that does not wreak havoc on... -
Porsche: The Cayenne Launch
Sales & Marketing Case Study8.95View Details Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche... -
The Volkswagen Emissions Scandal
Strategy & Execution Case Study8.95View Details In September 2015, VW had admitted to United States regulators that it had deliberately installed "defeat devices" in many of its diesel cars, which enabled...
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Know Your Customers' "Jobs to Be Done"
Sales & Marketing Magazine ArticleFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,... -
The Elements of Value
Customer strategy Magazine ArticleMeasuring—and delivering—what consumers really want -
How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Research: How Cultural Differences Can Impact Global Teams
Sales & Marketing Digital ArticleAnd what managers can do to help their international teams succeed. -
The Elusive Green Consumer
Sales & Marketing Magazine ArticleCompanies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,... -
A Refresher on A/B Testing
Technology & Operations Digital ArticleSpoiler: Many people are doing it wrong. -
The New Science of Customer Emotions
Sales & Marketing Magazine ArticleWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy... -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research. -
Neuromarketing: What You Need to Know
Sales & Marketing Magazine ArticleThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior... -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of...