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Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
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. -
Trust, but Verify
Organizational Development Magazine ArticleThe unwillingness of autonomous teams to monitor members' work can depress performance, finds Washington University's Claus Langfred. -
What Customers Want from the Collaborative Economy
Innovation Digital ArticleAnd why your company can’t ignore it. -
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... -
Data Is Great — But It’s Not a Replacement for Talking to Customers
Analytics and data science Digital ArticleThe best insights often come from seeing the world through someone else’s eyes. -
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... -
Ask Your Customers for Predictions, Not Preferences
Sales & Marketing Digital ArticleA gamified approach to market research. -
Nice Girls Don't Ask
Organizational Development Magazine ArticleManagers who pride themselves on giving employees what they request may be shortchanging women, simply because men ask for a lot more than women do. This... -
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... -
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 […] -
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. -
Identify the Marketing Metrics That Actually Matter
Technology & Operations Digital ArticleFacebook likes probably isn't one of them. -
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 […] -
The Wrong Ways to Strengthen Culture
Organizational Development Magazine ArticleCEOs often talk about wanting to create a high-performance culture--but many go about it ineffectively. New research from Gartner, based on surveys and... -
Survival of the Richest
Organizational culture Magazine ArticleIn financial markets, as in many human endeavors, there’s a battle between reason and madness. On one side are the disciples of the efficient-markets hypothesis: the notion that markets fully, accurately, and instantaneously incorporate all relevant information into prices. These adherents assume that market participants are rational, always acting in their own interest and making […] -
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.
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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... -
L'Oreal: Global Brand, Local Knowledge
Sales & Marketing Case Study11.95View Details Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening... -
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... -
Jieliang Phone Home! (B)
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... -
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,... -
MJINI: Understanding the Urban Youth Market
Innovation & Entrepreneurship Case Study11.95View Details MJINI--Urban Youth Experts was founded by two recent college graduates as a research consulting firm, focusing on the buying patterns and lifestyle preferences... -
A Project Management Methodology
Technology & Operations Case Study8.95View Details This technical note presents a project management methodology for managers. The methodology is applied over the course of the main phases of the project... -
nuTonomy: The Global Race to Get a Robotaxi to Your Door
Innovation & Entrepreneurship Case Study11.95View Details nuTomomy was an innovative company spun out of MIT that sought to develop Automated Mobility on Demand (AMoD) services: fleets of highly automated on-demand... -
Expanding Health Insurance to Millions: Learning from the Oregon Health Insurance Experiment
Leadership & Managing People Case Study11.95View Details In 2008, the state of Oregon had the budget to enroll 10,000 individuals into Medicaid. But officials knew that demand for Medicaid would be far greater.... -
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,...
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Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
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. -
Trust, but Verify
Organizational Development Magazine ArticleThe unwillingness of autonomous teams to monitor members' work can depress performance, finds Washington University's Claus Langfred. -
What Customers Want from the Collaborative Economy
Innovation Digital ArticleAnd why your company can’t ignore it. -
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...