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The Elements of Value
Customer strategy Magazine ArticleMeasuring—and delivering—what consumers really want -
New New Product Development Game
Sales & Marketing Magazine ArticleNew product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products... -
What It Takes to Become a Great Product Manager
Product management Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Sales & Marketing Magazine ArticleThe product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The 4 Types of Innovation and the Problems They Solve
Innovation & Leadership Digital ArticleDisruption isn't the only approach. -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more.... -
How to Do Strategic Planning Like a Futurist
Strategy & Execution Digital ArticleYou don't need a time line; you need a time cone. -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
The House of Quality
Analytics and data science Magazine ArticleDesign is a team effort, but how do marketing and engineering talk to each other? -
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 […] -
Why Now Is the Time for “Open Innovation”
Innovation Digital ArticleCovid-19 has shown how companies can work together to solve problems. -
Creating a Culture of Quality
Organizational culture Magazine ArticleFinancial incentives don’t reduce errors. Employees must be passionate about eliminating mistakes. -
Building a Culture of Experimentation
Innovation SpotlightIt takes more than good tools. It takes a complete change of attitude. -
Mapping Your Competitive Position
Product management Magazine ArticleA simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy. -
Why Most Product Launches Fail
Sales & Marketing Magazine ArticleVeteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support... -
How Smart, Connected Products Are Transforming Competition
Strategy & Execution Magazine ArticleInformation technology is revolutionizing products, from appliances to cars to mining equipment. Products once composed solely of mechanical and electrical...
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Fate of the Vasa
Technology & Operations Case Study8.95View Details In 1628, the royal warship Vasa was launched. It was Sweden's most expensive naval vessel ever built, costing over 5% of GNP. On its maiden voyage, the... -
Airbus A3XX: Developing the World's Largest Commercial Jet (B)
Finance & Accounting Case Study5.00View Details Supplements the (A) case. -
MicroFridge: The Concept
Sales & Marketing Case Study8.95View Details Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an... -
P&G Japan: The SK-II Globalization Project, Video
Global Business Case Study150.00View Details Paolo de Cesare and A.G. Lafley review the strategic and organizational challenges they face in deciding whether to make the prestigious Japanese beauty... -
Barco Projection Systems (A): Worldwide Niche Marketing
Sales & Marketing Case Study8.95View Details Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial... -
Gould, Inc.: Graphics Division
Sales & Marketing Case Study6.95View Details Describes the decision of a battery manufacturer to diversify into the computer field through acquisition and the development of a new product. Among... -
The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail
35.00View Details The bestselling classic on disruptive innovation, by renowned author Clayton M. Christensen. His work is cited by the world's best-known thought leaders,... -
The Magic of Marks & Spencer Food
Sales & Marketing Case Study8.95View Details -
Start A Fire: Creating Value and Growth
Strategy & Execution Case Study8.95View Details Armed with a patent on technology that allowed users to modify existing websites and then provide access to the improved versions, Oded Golan and his... -
Troubadour Goods
Innovation & Entrepreneurship Case Study8.95View Details -
Keurig
Innovation & Entrepreneurship Case Study8.95View Details Nick Lazaris becomes Keurig's third CEO in three years, after one founder was fired and the other decided to leave the company. He inherits a company... -
Andrew Sullivan and Faraway Ltd (C): Anthony Pierce of John Lewis
Sales & Marketing Case Study5.00View Details Supplement for case 813104 -
Medicines Co.
Sales & Marketing Case Study6.95View Details It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures.... -
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... -
Hewlett-Packard: Singapore (D)
Technology & Operations Case Study5.00View Details Supplements the (A) case. -
Design Thinking and Innovation at Apple
Innovation & Entrepreneurship Case Study8.95View Details Describes Apple's approach to innovation, management, and design thinking. For several years, Apple has been ranked as the most innovative company in... -
Disney's "The Lion King" (C): Repeat Performance?
Technology & Operations Case Study5.00View Details Three of Disney's animated films that followed "The Lion King"-"Pocahontas," "Toy Story," and "The Hunchback of Notre Dame"-were significantly less successful... -
United Safety & Survivability Corporation: Strategies during COVID-19
Strategy & Execution Case Study8.95View Details Founded in 1984, United Safety & Survivability Corporation (USSC) was an American company headquartered in Exton, Pennsylvania, that began in a garage... -
The Swatch Group
Sales & Marketing Case Study15.05View Details In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship... -
Airbus A3XX: Developing the World's Largest Commercial Jet (A)
Finance & Accounting Case Study8.95View Details In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet...
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The Elements of Value
Customer strategy Magazine ArticleMeasuring—and delivering—what consumers really want -
New New Product Development Game
Sales & Marketing Magazine ArticleNew product development has become fast paced and competitive. Managers need to realize that the traditional, sequential approach to developing new products... -
What It Takes to Become a Great Product Manager
Product management Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Sales & Marketing Magazine ArticleThe product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The 4 Types of Innovation and the Problems They Solve
Innovation & Leadership Digital ArticleDisruption isn't the only approach. -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more....