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Know Your Customers' "Jobs to Be Done"
Strategy & Execution Magazine ArticleFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,... -
Data Is Great - But It's Not a Replacement for Talking to Customers
Technology & Operations Digital ArticleThe best insights often come from seeing the world through someone else's eyes. -
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. -
Customer Loyalty Is Overrated
Strategy & Execution SpotlightWhy 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,"... -
Global Team Leaders Must Deliberately Create "Moments"
Leadership & Managing People Digital ArticleGlobal teams face the challenge of having to operate with limited face-to-face contact and across vast distances, time zones, language backgrounds, and... -
What? Me, Worry?
Intellectual property Magazine ArticleMost executives think they’re security conscious—they change their passwords and shred important documents and so forth. But what rarely crosses their minds, says espionage expert H. Keith Melton, is that cloak-and-dagger types really are after their valuables. Just because you’re not paranoid, he observes, doesn’t mean they’re not following you. Melton, the author of Ultimate […] -
How to Get People to Subscribe to Your Newsletter
Sales & Marketing Digital ArticleThree ways to build your list. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
A Simple Tactic That Could Help Reduce Bias in AI
Consumer behavior Digital ArticleConsider the principle behind blind taste tests. -
Counterpoint: Old Habits Die Hard, but They Do Die
Strategy & Execution SpotlightA Counterpoint: In "Old Habits Die Hard, but They Do Die," Rita Gunther McGrath argues that although the theory of cumulative advantage makes sense in... -
Coming Battle for Customer Information
Sales & Marketing Magazine ArticleCompanies collect information about customers to target valuable prospects more effectively, tailor their offerings to individual needs, improve customer... -
How French Innovators Are Putting the "Social" Back In Social Networking
Sales & Marketing Magazine ArticleMedia entrepreneur Kramer looks at three French companies that use low-tech ways to better connect with customers. Luxury-goods maker Boucheron hosts... -
Understanding What Your Sales Manager Is Up Against
Sales & Marketing Magazine ArticleEvery year, the research firm CSO Insights publishes the results of its Sales Performance Optimization survey, an online questionnaire given to more than... -
Research: Political Polarization Is Changing How Americans Work and Shop
Finance & Accounting Digital ArticlePeople avoid helping the other side, even at their own expense. -
Scanning the Periphery
Strategy & Execution Magazine ArticleCompanies often face new rivals, technologies, regulations, and other environmental changes that seem to come out of left field. How can they see these... -
Why CRM Projects Fail and How to Make Them More Successful
Sales & Marketing Digital ArticleUse them to improve the sales process, not just evaluate it. -
How Do You Know When the Price Is Right?
Sales & Marketing Magazine ArticleToo often when managers think about pricing, the first question they ask is, What should the price be? In fact, what they should be asking is, Have we... -
Marketing in an Unpredictable World
Power and influence Magazine ArticleIt’s time for producers of entertainment—movie studios, broadcast and cable TV networks, video game makers, publishers, music labels—to change the way they launch and market their products. In entertainment markets, a sizable portion of revenue is typically generated by a small number of blockbuster movies, best-selling books, and hit songs. But even talented, experienced executives […] -
Tap Consumers' Desire for "Shoulds"
Sales & Marketing Magazine ArticleResearch shows that people favor pleasurable "want" options if the consequences are immediate, and good-for-you "should" options if the consequences will...
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Showrooming at Best Buy
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... -
Nalli Silk Sarees (B)
Finance & Accounting Case Study5.00View Details Supplement for case 113004 -
Rock Pharmacy: Rocked?
Sales & Marketing Case Study8.95View Details Driven by a passion to develop his own brand, Sandeep Yadav started Rock Pharmacy in 2014 in a rented area of 700 square feet and with seed capital of... -
Note on Neuromarketing
Sales & Marketing Case Study8.95View Details This note provides some general perspective on the neuromarketing field, with a discussion of both current practices and future directions. -
The Importance of Understanding Your Customers: A Tool from "The Innovator's Guide to Growth"
6.95View Details Focus groups are one of the most reliable ways to obtain feedback from customers and learn more about a marketplace. In essence, focus groups are an inexpensive... -
Arcelik: From a Dealer Network to an Omnichannel Experience
Sales & Marketing Case Study9.95View 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... -
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... -
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.... -
Antegren: A Beacon of Hope
Leadership & Managing People Case Study8.95View Details The CEO of Biogen Idec faces a set of difficult decisions regarding a promising drug for Multiple Sclerosis that is headed for early approval by the FDA.... -
Li Ning--Anything is Possible
Sales & Marketing Case Study15.05View Details A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic... -
Philips: Redefining Telehealth
Leadership & Managing People Case Study8.95View Details As one of the world's largest healthcare companies, Philips sought to reach beyond the walls of the hospital and expand its hospital-to-home program to... -
Navya: Steering Toward a Driverless Future
Sales & Marketing Case Study8.95View Details In 2022, Sophie Desormière arrived at French roboshuttle producer Navya, tasked with charting a new course in a challenging sector. The company, which... -
Nanda Home: Preparing for Life After Clocky
Sales & Marketing Case Study8.95View Details Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding... -
Minneapolis Star Tribune
Leadership & Managing People Case Study8.95View Details In the summer of 2019, Mike Klingensmith, CEO of the Minneapolis Star Tribune, the Twin Cities metro region's largest newspaper, reviewed subscription... -
Adaptive Engineering, LLC
Finance & Accounting Case Study8.95View Details The owner and CEO of Adaptive Engineering was facing an important decision: should he focus on rebuilding its core professional services business which... -
Methods for Producing Perceptual Maps from Data
Sales & Marketing Case Study8.95View Details This note is designed for use in an MBA-level marketing research course. The note provides students with an overview of how to construct perceptual maps... -
Suave
Sales & Marketing Case Study6.95View Details Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of... -
L'Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai
Sales & Marketing Case Study8.95View Details Yue Sai is L'Oreal's troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L'Oréal China, has made it a point of honor to turn the brand... -
Harley-Davidson, Inc.--1987
Finance & Accounting Case Study8.95View Details After an LBO and near bankruptcy in the early 1980s, Harley-Davidson makes an astonishing recovery, going public in 1986. Its listing on the New York...
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Tengion: Bringing Regenerative Medicine to Life, Teaching Note
Sales & Marketing Digital ArticleTeaching Note for 510031. -
Showrooming at Best Buy
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... -
Nalli Silk Sarees (B)
Finance & Accounting Case Study5.00View Details Supplement for case 113004 -
Beyond Meat: Changing Customer Behaviour in Food Consumption, Teaching Note
Sales & Marketing Digital ArticleTeaching note to case W19734 -
Rock Pharmacy: Rocked?
Sales & Marketing Case Study8.95View Details Driven by a passion to develop his own brand, Sandeep Yadav started Rock Pharmacy in 2014 in a rented area of 700 square feet and with seed capital of... -
Note on Neuromarketing
Sales & Marketing Case Study8.95View Details This note provides some general perspective on the neuromarketing field, with a discussion of both current practices and future directions. -
Know Your Customers' "Jobs to Be Done"
Strategy & Execution Magazine ArticleFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,... -
Data Is Great - But It's Not a Replacement for Talking to Customers
Technology & Operations Digital ArticleThe best insights often come from seeing the world through someone else's eyes. -
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. -
The Importance of Understanding Your Customers: A Tool from "The Innovator's Guide to Growth"
6.95View Details Focus groups are one of the most reliable ways to obtain feedback from customers and learn more about a marketplace. In essence, focus groups are an inexpensive...