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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
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 -
A Refresher on A/B Testing
Analytics and data science Digital ArticleSpoiler: Many people are doing it wrong. -
The New Science of Customer Emotions
Customer experience Magazine ArticleA better way to drive growth and profitability -
Do Rewards Really Create Loyalty?
Market research Magazine ArticleThey do—if a company understands how to share value. -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research. -
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... -
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. -
Where Net Promoter Score Goes Wrong
Customer experience Digital ArticleA study tracked how well it corresponded with customer behavior. -
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 […] -
Test Marketing in New Product Development
Sales & Marketing Magazine ArticleTest marketing should be conducted to provide a dress rehearsal for launching of a new product by a company. Test marketing gives information to improve... -
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 Brands and Influencers Can Make the Most of the Relationship
Brand management Magazine ArticlePaid promotions cause followers to desert. Here’s how to limit the damage.
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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.... -
Fitbit
Leadership & Managing People Case Study8.95View Details In 2019, Fitbit lost its leadership in the wearable sensor market to Apple and to cheaper alternatives. Why did it lose its market position? How will... -
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... -
Marketing Research
Sales & Marketing Case Study8.95View Details Summarizes and synthesizes materials in the following notes: Marketing Situation Assessment, Marketing Research: An Overview of Research Methods, and... -
Changing Corporate Identity: The Case of a Regional Hospital
Sales & Marketing Case Study8.95View Details Facing competitive pressure from local health care suppliers and a shift in patient demand, the hospital's executive management team develops a strategic... -
Northern Telecom (B)
Sales & Marketing Case Study5.00View Details Documents two problems in the product development process of Northern Telecom's new Greenwich key systems product line. These problems are due to the... -
Route 11 Potato Chips
Sales & Marketing Case Study8.95View Details Route 11 Chips, a regional potato chip company, is struggling with whether to reduce the number of flavors it markets. Additional flavors add operational... -
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.... -
Clark Material Handling Group-Overseas: Brazilian Product Strategy (A&B) (Condensed)
Sales & Marketing Case Study8.95View Details Assumes some knowledge of conjoint analysis. Permits analysis of basic results and dynamic market simulations in one class session. -
Syntex Laboratories (A)
Sales & Marketing Case Study8.95View Details A consulting project involving a mathematical model of the sales force indicates that Syntex Labs should nearly double the size of their sales force and... -
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... -
Practical Regression: Causality and Instrumental Variables
Finance & Accounting Case Study8.95View Details This is the tenth in a series of lecture notes which, if tied together into a textbook, might be entitled "Practical Regression." The purpose of the notes... -
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... -
Pilgrim Bank (B): Customer Retention, Japanese Version
Technology & Operations Case Study5.00View Details Supplements the (A) case. -
Jieliang Phone Home! (B), Chinese Version
Global Business Case Study5.00View Details At Precision Electro-Tek's mobile phone manufacturing facility in southern China, thousands of operators-bright and capable young men and (mostly) women... -
Northern Telecom (C): Norstar Is Born
Sales & Marketing Case Study5.00View Details Documents the successful launch of Northern Telecom's Norstar Key Systems product line. A rewritten version of an earlier case. -
Tackling Low Completion Rates - A Compare.com Conundrum (B)
Sales & Marketing Case Study5.00View Details Supplement to case UV7459. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem.... -
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...
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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
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 -
A Refresher on A/B Testing
Analytics and data science Digital ArticleSpoiler: Many people are doing it wrong. -
The New Science of Customer Emotions
Customer experience Magazine ArticleA better way to drive growth and profitability -
Do Rewards Really Create Loyalty?
Market research Magazine ArticleThey do—if a company understands how to share value. -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research.