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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
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
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
Consumer behavior Magazine ArticlePeople say they want sustainable products, but they don’t tend to buy them. Here’s how to change that. -
A Refresher on A/B Testing
Technology & Operations Digital ArticleSpoiler: Many people are doing it wrong. -
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, Chinese Version
Sales & Marketing 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,... -
Do Rewards Really Create Loyalty?
Sales & Marketing Magazine ArticleAlthough reviled in the business press as short-term fads, rewards programs are gaining popularity. Rewards can and do build customer loyalty. Unfortunately,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
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 […] -
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... -
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... -
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, Chinese Version
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
A Diverse Board Is an Independent Board
Boards Digital ArticleAnd window dressing doesn’t cut it.
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Apple Watch (B): Would You Bet On It?
Sales & Marketing Case Study5.00View Details Apple Watch (B) is a companion case to Apple Watch (A). The (B) case describes events that took place immediately after the Apple Watch launch in April... -
Clothing Chris and Chrissie
Leadership & Managing People Case Study8.95View Details -
Colgate: Regaining Leadership in India's Sensitive Teeth Market
Sales & Marketing Case Study8.95View Details In April 2013, Colgate-Palmolive, a long-term front runner in a consumer goods business that specialized in oral care products, lost its dominance for... -
Introducing New Coke, Spanish Version
Sales & Marketing Case Study8.95View Details On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with... -
Consumer Behavior Exercise (B), Chinese Version
Sales & Marketing Case Study8.95View Details Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The... -
Procter & Gamble: Marketing Capabilities
Sales & Marketing Case Study8.95View Details P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the... -
Consumer Behavior Exercise (C), 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 buying decision.... -
DOUGH T.O: A Sweet Expansion Opportunity
Sales & Marketing Case Study8.95View Details In early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since... -
TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)
Sales & Marketing Case Study8.95View Details Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet... -
Corporate Average Fuel Economy Standards 2017-2025
Global Business Case Study8.95View Details In December 2011, the United States National Highway Traffic Safety Administration (NHTSA) and the Environmental Protection Agency issued a joint proposal... -
Upli: Financial Health Appiness (C)
Management Case Study5.00View Details This field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for... -
PSI India--Will Balbir Pasha Help Fight AIDS? (A)
Communication Case Study6.95View Details In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of... -
Data Science at Target, Portuguese Version
Finance & Accounting Case Study8.95View Details Paritosh Desai joined Target.com in 2013 as VP of Business Intelligence, Analytics & Testing to explore how the retailer could use its relatively small... -
Sustaining an Ethnic Soft Drink - Paper Boat: Brand Positioning and Consumer Behavior
Sales & Marketing Case Study8.95View Details Parvesh Dabuka, Head of Marketing, Paper Boat brand of soft drink was thinking about the success of the niche brand that was positioned on nostalgia and... -
Simulation as a Decision Aid
Strategy & Execution Case Study8.95View Details A brief introduction to simulation--what it is, why it's used, etc. Meant to set context for a first class on simulation. A rewritten version of an earlier... -
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,... -
NASCAR: Leading a Marketing Transformation in a Time of Crisis
Sales & Marketing Case Study8.95View Details It is February 2011 and Brian France, CEO of NASCAR (the National Association for Stock Car Auto Racing), is facing a crisis. In the last five years,... -
GACL: Balancing Employee Satisfaction and Productivity
Organizational Development Case Study8.95View Details Gujarat Automotive Corporation Limited (GACL) was an Indian manufacturing company that made bus bodies. The firm was a subsidiary of Tata Motors Limited,... -
Welfare-to-Work Information and Statistics
Leadership & Managing People Case Study8.95View Details Summarizes information on the national issue of hiring people from the welfare roles. Organized by topics relevant to business, this note reviews research... -
Blue Mountain Resorts Ltd.: The Night Skiing Decision
Sales & Marketing Case Study8.95View Details A large Ontario ski resort faces a decision about whether to invest in facilities for night skiing. Demand is very uncertain, so the management undertakes...
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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
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
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
Consumer behavior Magazine ArticlePeople say they want sustainable products, but they don’t tend to buy them. Here’s how to change that. -
A Refresher on A/B Testing
Technology & Operations Digital ArticleSpoiler: Many people are doing it wrong. -
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, Chinese Version
Sales & Marketing 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...