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How Tech Is Transforming Entry-Level, Customer-Facing Jobs
IT management Digital ArticleTakeaways from a survey of more than 800 customer service reps. -
Conservatives Are More Open to Seemingly Inferior Products Than Liberals Are
Consumer behavior Magazine ArticleThey believe in balance—and so think obviously imperfect items must have hidden virtues. -
Analytics for Marketers
Technology and analytics Magazine ArticleWhen to rely on algorithms and when to trust your gut -
How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
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. -
How Unnecessary Paper Packaging Creates the Illusion of Sustainability
Environmental sustainability Digital ArticleNew research finds that despite being demonstrably worse for the environment, overpackaging increases consumers’ perceptions of environmental friendliness. -
Using AI to Adjust Your Marketing and Sales in a Volatile World
Strategy Digital ArticleFast-acting firms are deploying the technology to predict outcomes at various stages of the customer journey. -
Health Care Systems Need to Better Understand Patients as Consumers
Market research Digital ArticleThey must become more sophisticated in how they use data to gain visibility into patients’ behaviors and decisions. -
Should You Let Employees Break the Rules to Make Customers Happy?
Customer service Digital ArticleEmpowering frontline workers to take small actions, like waiving a fee or allowing a return outside of the window, can boost the loyalty of both customers and employees. -
Research: How People Feel About Paying for Social Media
Marketing Digital ArticleA survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations. -
What Is the Optimal Pattern of a Customer Journey?
Customer experience Digital ArticleTo determine where to invest resources, CX leaders should look at patterns of experience over time. -
Remove Boredom and Frustration from Your Customer Journey
Customer experience Digital ArticleToo many companies prioritize efficiency over the customer experience. -
How Machine Learning Can Improve the Customer Experience
Customer experience Digital ArticleSeven potential applications — from better recommendations to fraud detection. -
Research: The Pros and Cons of Soliciting Customer Reviews
Sales and marketing Digital ArticleWhen it’s worth it — and when it can backfire. -
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. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
B2B Sales Culture Must Change to Make the Most of Digital Tools
Customer experience Digital ArticleYou can’t deliver a modern customer experience with a dated approach. -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
Sales Teams Need to Stop Focusing on the Customer Funnel
Customer experience Digital ArticleInstead, build an “experience chain” that aligns the customer journey across physical and digital channels. -
3 Core Principles of Digital Customer Experience
Customer experience Digital ArticleA look at what often goes wrong — and how companies can get it right.
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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,... -
How to Design an AI Marketing Strategy
Sales & Marketing SpotlightIn order to realize AI's giant potential, CMOs need to have a good grasp of the various kinds of applications available and how they may evolve. This... -
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,... -
Welcome to the Experience Economy
Economic cycles and trends Magazine ArticleAs goods and services become commoditized, the customer experiences that companies create will matter most. -
High-Performance Marketing: An Interview with Nike’s Phil Knight
Leadership Magazine ArticleNike is a champion brand builder. Its advertising slogans—“Bo Knows,” “Just Do It,” “There Is No Finish Line”—have moved beyond advertising into popular expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name is as well-known around the world as IBM and Coke. So it may come as a surprise […] -
Exploit the Product Life Cycle
Product management Magazine ArticleTo convert a tantalizing concept into a managerial instrument of competitive power… -
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 […] -
Neuromarketing: What You Need to Know
Consumer behavior Digital ArticleA report on the state of the art -
Branding in the Age of Social Media
Sales & Marketing Magazine ArticleSocial media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube,... -
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. -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
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 -
The Value of Keeping the Right Customers
Sales & Marketing Digital ArticleA refresher on customer churn rate. -
Do Rewards Really Create Loyalty?
Market research Magazine ArticleThey do—if a company understands how to share value. -
10 Truths About Marketing After the Pandemic
Marketing Digital ArticleThere’s no going back to the old normal. -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research.
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Kaya Skin Clinic: Creating a Sustainable Competitive Advantage with Customers
Global Business Case Study8.95View Details Kaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company's value proposition was to provide... -
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.... -
The Louvre
Sales & Marketing Case Study8.95View Details Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world's largest and... -
Carrefour China and the Olympic Torch Relay: Managing Corporate Crisis amid Evolving Expectations of Multinational Firms
Global Business Case Study8.95View Details Prior to the 2008 Summer Olympics in Beijing, Chinese people were outraged by repeated interruptions of the Olympic torch relay in Paris on 7 April 2008.... -
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... -
Arist: Learning Bit by Bit
Innovation & Entrepreneurship Case Study8.95View Details Arist was a Boston, Massachusetts-based startup with a text message learning platform. It was founded by three undergraduate students and raised more... -
Groom Energy Solutions: Selling Efficiency
Strategy & Execution Case Study8.95View Details Groom Energy Solutions helps organizations reduce their energy use and costs through the implementation of energy efficiency measures, which create long-term... -
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.... -
Locally Laid Egg Company: No Time for Laying Around
Sales & Marketing Case Study8.95View Details The Locally Laid Egg Company is a family-owned company based out of Duluth, Minnesota. The company was established in 2012 as the first commercial grade... -
KT Corporation: Offering New Insights in Customer Experience
Sales & Marketing Case Study8.95View Details In 2014, KT Corporation, one of South Korea's leading telecommunications companies, successfully mapped each point of a customer's interactions with the... -
Beleza Natural: Marketing Strategies for Empowering Social Change
Sales & Marketing Case Study8.95View Details This case features an entrepreneur striving to rapidly grow a successful chain of hair salons that serve women with afro hair. After doubling from 13... -
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... -
Brand Purpose
Sales & Marketing Case Study8.95View Details This technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of... -
Zantac (B)
Sales & Marketing Case Study5.00View Details Supplement to case IN1271. The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although... -
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... -
The Dannon Company: Marketing and Corporate Social Responsibility (A), Spanish Version
Organizational Development Case Study14.00View Details At the end of 2009, The Dannon Company was considering pro actively communicating its CSR efforts to consumers. With the strong connection between Dannon's... -
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....
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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,... -
How to Design an AI Marketing Strategy
Sales & Marketing SpotlightIn order to realize AI's giant potential, CMOs need to have a good grasp of the various kinds of applications available and how they may evolve. This... -
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,... -
Welcome to the Experience Economy
Economic cycles and trends Magazine ArticleAs goods and services become commoditized, the customer experiences that companies create will matter most. -
High-Performance Marketing: An Interview with Nike’s Phil Knight
Leadership Magazine ArticleNike is a champion brand builder. Its advertising slogans—“Bo Knows,” “Just Do It,” “There Is No Finish Line”—have moved beyond advertising into popular expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name is as well-known around the world as IBM and Coke. So it may come as a surprise […] -
Exploit the Product Life Cycle
Product management Magazine ArticleTo convert a tantalizing concept into a managerial instrument of competitive power… -
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 […]