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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,... -
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,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
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... -
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. -
A Diverse Board Is an Independent Board
Boards Digital ArticleAnd window dressing doesn’t cut it. -
How Companies Can Meet the Needs of a Changing Workforce
Age and generational issues Digital ArticleGender and age trends are redefining the “standard” career trajectory. -
New Way to Measure Consumers' Judgments
Sales & Marketing Magazine ArticleA research technique, called conjoint measurement, evaluates consumers' judgments to determine the nature of a product and the available market. This... -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Can You Push Diversity Without Creating Resentment?
Consumer behavior Digital ArticleMake sure you’re talking to the current majority as much as you’re focusing on minority groups. -
The Authenticity Trap for Workers Who Are Not Straight, White Men
Sales & Marketing Digital ArticleWhy being yourself can hold you back. -
Brands Shouldn't Believe Everything They Read About Themselves Online
Sales & Marketing ResearchSocial sentiment analysis has its limits.
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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... -
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 -
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... -
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.... -
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... -
The New Beetle
Sales & Marketing Case Study14.00View Details Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus.... -
Flying J (B)
Leadership & Managing People Case Study5.00View Details This case supplements the "Flying J (A)" case. -
The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?
Sales & Marketing Case Study8.95View Details This case has stimulated some of the most engaged discussions in my 25 years of case teaching. Students will embrace opposing sides in debating how much... -
Cardpe: Assessing the Market Potential in a Dynamic Payments Ecosystem in India
Finance & Accounting Case Study8.95View Details Set in December 2016, the case follows Sumeet Mehta, CEO of Cardpe Services Private Ltd, a fintech startup established to tap into the gap that existed... -
Marico Bangladesh: Meeting the Value-Added Hair Oil (VAHO) Challenge
Sales & Marketing Case Study8.95View Details Even as Parachute oil is the clear brand leader in the branded regular coconut oil market, having rapidly taken away share from the loose oil market,... -
Siebel Systems: Anatomy of a Sale, Part 1
Sales & Marketing Case Study8.95View Details How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly.... -
Loop: Eliminating Single-Use Plastic through Reusable Packaging and the Circular Economy
Innovation & Entrepreneurship Case Study8.95View Details This case describes TerraCycle's history as an innovative recycling platform and focuses on the business model of its newest endeavor, Loop. After significant... -
Memorigin: Luxury Watches Made in Hong Kong
Management Case Study8.95View Details This case study follows the journey of William Shum, who left his banking career to pursue his passion for watchmaking by establishing Memorigin, a brand... -
Harris Seafoods, Inc.
Finance & Accounting Case Study8.95View Details Presents data relevant to a major capital expenditure--the construction of a shrimp plant. Designed to test student's ability to identify relevant cash... -
Identify the Industries--1996
Finance & Accounting Case Study8.95View Details Common-size balance sheets and financial ratios are given for thirteen companies. Students must identify which company is in which of thirteen industries....
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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,... -
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,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech.