-
Luxury Branding Below the Radar
Sales & Marketing Magazine Article"Inconspicuous consumption"--elite consumers' affinity for discreet rather than traditionally branded luxuries--has become a global phenomenon. Work by... -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Research: Consumers Choose Shared Experiences Over Quality Ones
Sales & Marketing Digital ArticleUnderstanding why can help marketers boost their customers' satisfaction. -
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. -
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... -
Using Customer Journey Maps to Improve Customer Experience
Sales & Marketing Digital ArticleFollowing on the first article on defining customer experience, this second installment looks at the first essential step of improving the experience... -
Should You Let Employees Break the Rules to Make Customers Happy?
Sales & Marketing 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... -
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. -
Looking Ahead: Implications of the Present
Managing people Magazine ArticlePeter F. Drucker claims to have made his last prediction late in 1929 when he forecast a quick recovery for the stock market, thereby inoculating himself against the folly of making further predictions. Nevertheless, the instinct to look ahead is profoundly human. We, the editors of the Harvard Business Review, have thus chosen the occasion […] -
Too Many People of Color Feel Uncomfortable at Work
Motivating people Digital ArticleCorporations may look different, but that doesn’t mean they’re supporting diversity. -
The Digitally Literate Organization
Technology & Operations Digital ArticleAccording to the market research firm IDC, to survive and thrive, enterprises across the global economy will need to create some 500 million new digital... -
Understand Your Customers With Colored Pencils and Cartoons
Sales & Marketing Digital ArticleThis post is part of Creating a Customer-Centered Organization. Some CEOs truly crave direct customer contact. Apple's Steve Jobs and Mark Cuban, owner... -
The Female Economy
Strategy & Execution Magazine ArticleAs a market, women represent an opportunity bigger than China and India combined. They control $20 trillion in consumer spending, and that figure could... -
What Marketers Misunderstand About Online Reviews
Sales & Marketing Magazine ArticleConsumers used to rely mainly on manufacturers' product information, delivered through marketing materials, but online reviews and peer-to-peer information... -
How to Measure Inclusion in the Workplace
Consumer behavior Digital ArticleSeven key elements to look at, according to research. -
I Am My Own Database
Sales & Marketing Magazine ArticleBy allowing consumers to control data about their purchases and preferences, says business and technology professor Richard T. Watson, companies can get... -
The HBR Agenda 2011
Leadership & Managing People Magazine ArticleHBR asked top management thinkers to share what they were resolved to accomplish in 2011. Here are their answers: Joseph E. Stiglitz will be crafting... -
Are You Stuck in a Girls’ Club?
Professional networks Digital Article“There’s a woman you have to meet,” said a male CEO during a recent meeting. “She sounds terrific. I love meeting interesting people. …Any men you’d like me to meet?” “Aren’t you married?” “Sure am… Happily.” We both chuckled. I then clarified, “In my experience, men have more power than women.” He agreed. “It’s not […] -
Why Consumers Rebel Against Slogans
Sales & Marketing Magazine ArticleWhereas brand names can "prime" consumers to react positively to a product or business, slogans often backfire, because people recognize them as attempts... -
Strategies to Promote Women Should Vary Across Cultures
Consumer behavior Digital ArticleMandatory quotas will only be effective in some places.
-
H.E. Butt Grocery Co.: A Leader in ECR Implementation (A) (Abridged)
Technology & Operations Case Study11.95View Details Describes the industry context that has resulted in the development of efficient consumer response (ECR) within the grocery industry and its adoption... -
Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
Sales & Marketing Case Study11.95View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
www.dhonuk.com - Marketing Art in an Emerging Market
Sales & Marketing Case Study11.95View Details India as an emerging market offers tremendous opportunities to marketers. The marketing scenario is an upbeat one both for mundane products as well as... -
Brand Revitalizing and Brand Reinforcement: The Case of Arrow Shirts in the Indian Context
Sales & Marketing Case Study11.95View Details With several brands in the premium shirt market, the Arrow brand faced the challenge of balancing its premium associations that had been nurtured in the... -
Kraft Foods: The Coffee Pod Launch (A)
Sales & Marketing Case Study11.95View Details The product manager for coffee development at Kraft Canada must decide whether to introduce the company's new line of single-serve coffee pods or await... -
Apex Ski Boots
Sales & Marketing Case Study11.95View Details Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts,... -
Lay's Potato Chips in Hungary (B1): Promotion Activity and Results
Sales & Marketing Case Study5.00View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
Patagonia: Closing the Loop on Packaging Pollution
Leadership & Managing People Case Study11.95View Details Single-use packaging waste is invading all corners of the world. Wholesale change is urgently needed to create packaging that does not wreak havoc on... -
Dear Herb
Leadership & Managing People Case Study5.00View Details This case consists of a letter to Herb Kelleher, chairman of Southwest Airlines requesting his comments on a pair of first-hand experiences on Southwest... -
Clust.com: Dream More and Pay Less
Sales & Marketing Case Study11.95View Details Clust is a French group-buying Web site. Instead of marketing products to consumers, Clust is marketing aggregated consumer demands to manufacturers.... -
Brannigan Foods: Strategic Marketing Planning
Sales & Marketing Case Study8.95View Details The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining... -
Healthymagination at GE Healthcare Systems
Sales & Marketing Case Study11.95View Details Jeff Immelt, the CEO of GE, introduced a new innovation strategy named "healthymagination" in Spring 2009. With cost, quality, and access as its three... -
Kinsip: Marketing Spirits, Maple Syrup, And Hand Sanitizer
Sales & Marketing Case Study11.95View Details In May 2020, the three cofounders of Kinsip House of Fine Spirits (Kinsip), a craft distillery located on a farm in Prince Edward County, Ontario, Canada,... -
Travelogo: Understanding Customer Journeys
Management Case Study8.95View Details In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo-an online travel booking platform-initiates a... -
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
Sales & Marketing Case Study8.95View Details Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss... -
Minneapolis Star Tribune
Leadership & Managing People Case Study11.95View Details In the summer of 2019, Mike Klingensmith, CEO of the Minneapolis Star Tribune, the Twin Cities metro region's largest newspaper, reviewed subscription... -
Royal Corp.
Sales & Marketing Case Study11.95View Details Chronicles a day in the life of a Royal Corp. salesperson, Mary Jones, part of the Royal Reproduction Center (RRC) division. The RRC division specializes... -
Burt's Bees: Leaving the Hive
Sales & Marketing Case Study11.95View Details Rapid growth is pushing Burt's Bees' natural personal care products into mass distribution channels, with products and brand elements that are less quirky,... -
The Newspaper Industry in Crisis
Strategy & Execution Case Study8.95View Details This note is a primer on the newspaper industry, which has been in decline in the U.S. and Western Europe. The 19th century business model whereby news...
-
Luxury Branding Below the Radar
Sales & Marketing Magazine Article"Inconspicuous consumption"--elite consumers' affinity for discreet rather than traditionally branded luxuries--has become a global phenomenon. Work by... -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Research: Consumers Choose Shared Experiences Over Quality Ones
Sales & Marketing Digital ArticleUnderstanding why can help marketers boost their customers' satisfaction. -
H.E. Butt Grocery Co.: A Leader in ECR Implementation (A) (Abridged)
Technology & Operations Case Study11.95View Details Describes the industry context that has resulted in the development of efficient consumer response (ECR) within the grocery industry and its adoption... -
Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
Sales & Marketing Case Study11.95View Details Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags,... -
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. -
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... -
Using Customer Journey Maps to Improve Customer Experience
Sales & Marketing Digital ArticleFollowing on the first article on defining customer experience, this second installment looks at the first essential step of improving the experience... -
www.dhonuk.com - Marketing Art in an Emerging Market
Sales & Marketing Case Study11.95View Details India as an emerging market offers tremendous opportunities to marketers. The marketing scenario is an upbeat one both for mundane products as well as... -
Advance Selling for Services
Sales & Marketing Digital ArticleAdvance selling can be profitable when consumers are uncertain about their future consumption state. At the time of consumption, that uncertainty is resolved,...