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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
Sales & Marketing Magazine ArticleCompanies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,... -
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
Consumer behavior 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
Economics Magazine ArticleRecent history is filled with stories of companies and sometimes even entire industries that have made grave strategic errors because of inaccurate industrywide demand forecasts. For example: In 1974, U.S. electric utilities made plans to double generating capacity by the mid-1980s based on forecasts of a 7% annual growth in demand. Such forecasts are crucial […] -
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
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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Business Process Transformation at the CIA (A)
Leadership & Managing People Case Study8.95View Details When Dick Calder is named head of the CIA's Directorate of Administration (DA) in 1995, he faces the task of leading a beleaguered organization through... -
Business Process Transformation at the CIA (B)
Leadership & Managing People Case Study5.00View Details When Dick Calder is named head of the CIA's Directorate of Administration (DA) in 1995, he faces the task of leading a beleaguered organization through... -
Applegate Farms
Management Case Study8.95View Details -
Four Products: Predicting Diffusion
Sales & Marketing Case Study6.95View Details One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative... -
Marketing James Patterson
Sales & Marketing Case Study8.95View Details Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses... -
BMWFilms
Sales & Marketing Case Study6.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Sales & Marketing Case Study8.95View Details The case describes an experiment designed to measure the effectiveness of an online display advertising campaign. After running the campaign for their... -
Drinkworks: Home Bar by Keurig
Sales & Marketing Case Study15.05View Details In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company's upcoming product launch.... -
Ocean Spray Cranberries, Inc. (B)
Sales & Marketing Case Study5.00View Details A consumer attitude survey involving more than 1,000 cranberry users has been conducted. Multivariate statistical procedures including factor analysis,... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study8.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
HUGE and Digital Strategy
Strategy & Execution Case Study15.05View Details In 2011, HUGE, Inc. is the fastest growing digital agency in the U.S. Its CEO, Aaron Shapiro, is considering a set of novel growth strategies to take... -
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... -
Predicting Purchasing Behavior at PriceMart (A)
Finance & Accounting Case Study8.95View Details This case follows VP of Marketing, Jill Wehunt, and analyst Mark Morse as they tackle a predictive analytics project to increase sales in the Mom & Baby... -
Expanding Health Insurance to Millions: Learning from the Oregon Health Insurance Experiment
Leadership & Managing People Case Study8.95View 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.... -
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... -
Yla Eason (A)
Innovation & Entrepreneurship Case Study8.95View Details In 1985, Yla Eason was shocked by her young son's comment that he could never be a "superhero" because all superheroes were white. Concerned that her... -
Sampling
Strategy & Execution Case Study8.95View Details This note explains the basics of sampling. It defines and discusses the concepts of random sampling, the law of averages, and the central limit theorem.... -
Salty Snacks
Sales & Marketing Case Study8.95View Details The Salty Snacks case is a data analysis exercise using Excel. The case uses real data from a consumer goods panel. It presents the student with a table... -
Fishbowl: Scaling Up
Sales & Marketing Case Study8.95View Details Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike...
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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
Sales & Marketing Magazine ArticleCompanies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,... -
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
Consumer behavior 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...