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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
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
Consumer behavior 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,... -
Neuromarketing: What You Need to Know
Consumer behavior Digital ArticleA report on the state of the art -
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. -
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,... -
The One Number You Need to Grow
Growth strategy Magazine ArticleIf growth is what you’re after, you won’t learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you. -
Competing on the Eight Dimensions of Quality
Consumer behavior Magazine ArticleU.S. managers know that they have to improve the quality of their products because, alas, U.S. consumers have told them so. A survey in 1981 reported that nearly 50% of U.S. consumers believed that the quality of U.S. products had dropped during the previous five years; more recent surveys have found that a quarter of […] -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Customer experience Digital ArticleTakeaways from an analysis of millions of consumer data points. -
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... -
Research: How People Feel About Paying for Social Media
Sales & Marketing Digital ArticleA survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations. -
Advice on Launching a Tech Startup When You’re Not a White Man
Consumer behavior Digital ArticleFive things to know. -
Cumulative Advantage
Strategy & Execution Digital ArticleWhy do companies routinely succumb to the lure of rebranding? Because, say A.G. Lafley and Roger L. Martin, the authors of "Customer Loyalty Is Overrated,"... -
Listening Is Critical in Today's Multicultural Workplace
Communication Digital ArticleDo you ever get introduced to someone at a lunch meeting or a networking event, and before the conversation is over you forget the person's name? If the... -
Upgrade Your Pricing Strategy to Match Consumer Behavior
Sales & Marketing Digital ArticleThree hacks based on behavioral science.
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Culinarian Cookware: Pondering Price Promotion, Spanish Version
Sales & Marketing Case Study8.95View Details In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products.... -
Retention Modeling at Scholastic Travel Company (A)
Leadership & Managing People Case Study8.95View Details This case, along with its B case (UVA-QA-0865), is an effective vehicle for introducing students to the use of machine-learning techniques for classification.... -
Demand Media
Sales & Marketing Case Study8.95View Details Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people... -
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.... -
Eco7: Launching a New Motor Oil, Spanish Version
Sales & Marketing Case Study8.95View Details Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly... -
Behavioural Insights Team (A), Japanese Version
Leadership & Managing People Case Study8.95View Details The Behavioural Insights Team case introduces students to the concept of choice architecture and the value of experimental methods (sometimes called A/B... -
Waste not, want not: Eliminating Patagonia's Pre- and Post-Consumer Textile Waste
Innovation & Entrepreneurship Case Study8.95View Details Patagonia has set a goal of eliminating all textile waste by 2025. As a leader in the sustainable apparel industry, this includes not only the cut-and-sew... -
Showrooming at Best Buy, Spanish Version
Sales & Marketing Case Study8.95View Details Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones... -
Beauregard Textile Co., Japanese Version
Strategy & Execution Case Study8.95View Details The sales manager and controller have to decide on a price for a textile that lost significant market share as a result of a recent price increase. Information... -
Li Ning--Anything is Possible
Sales & Marketing Case Study8.95View Details A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic... -
Consumer Behavior Exercise (F), Chinese Version
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... -
Cyworld: Creating and Capturing Value in a Social Network, Japanese Version
Sales & Marketing Case Study14.00View Details In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base.... -
SpartanNash Company: The Amazon Warrants (A)
Finance & Accounting Case Study8.95View Details As of 12/31/21, Amazon held $22 billion of equity and warrants in related companies. In fact, it often requests a free grant of warrants when it enters... -
Brand Measurement Methods
Sales & Marketing Case Study8.95View Details While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What... -
MP3 Portable Audio Players and the Recorded Music Industry
Strategy & Execution Case Study8.95View Details The emergence of the MP3 file-based music format not only disrupted the market for portable audio players, it also had a huge impact on the business models... -
Value-Based Insurance Design at Onex
Finance & Accounting Case Study8.95View Details The operating executives of Health and Benefits for Onex Partners, Megan Jackson Frye and Sam Camens, faced a challenge: Healthcare costs for employees... -
Microsoft Windows: The Launch of Windows 7
Sales & Marketing Case Study8.95View Details In early 2009, Microsoft began preparing for the launch of its next operating system, Windows 7. Successfully marketing Windows 7 had become essential... -
Porcini's Pronto: "Great Italian cuisine without the wait!", Spanish Version
Technology & Operations Case Study8.95View Details Porcini's Inc. operates a chain of 23 full-service restaurants located near shopping malls and downtown areas in the northeastern United States. Known... -
Red Lobster
Sales & Marketing Case Study8.95View Details Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift their target customer... -
Jaguar plc--1989, Spanish Version
Finance & Accounting Case Study8.95View Details Describes Jaguar's product market problems in 1989, and its attractiveness to GM and Ford as an acquisition target. Students are asked to evaluate the...
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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
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
Consumer behavior 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,... -
Neuromarketing: What You Need to Know
Consumer behavior Digital ArticleA report on the state of the art -
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. -
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,... -
The One Number You Need to Grow
Growth strategy Magazine ArticleIf growth is what you’re after, you won’t learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you. -
Competing on the Eight Dimensions of Quality
Consumer behavior Magazine ArticleU.S. managers know that they have to improve the quality of their products because, alas, U.S. consumers have told them so. A survey in 1981 reported that nearly 50% of U.S. consumers believed that the quality of U.S. products had dropped during the previous five years; more recent surveys have found that a quarter of […]