-
How Brands Can Follow Through on the Values They're Selling
Leadership & Managing People Digital ArticleA roadmap for effective advocacy. -
You've Been Called Out for a Microaggression. What Do You Do?
Leadership & Managing People Digital ArticleFirst, don't make it about you. -
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... -
Managing Demographic Risk
Finance & Accounting Magazine ArticleIn developed nations, the workforce is aging rapidly. That trend has serious implications. Companies could face severe labor shortages in a few years... -
Discover Your Products' Hidden Potential
Sales & Marketing Magazine ArticleA successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. But sometimes the... -
Competing with Giants: Survival Strategies for Local Companies in Emerging Markets
Global Business Magazine ArticleThe arrival of a multinational corporation often looks like a death sentence to local companies in an emerging market. After all, how can they compete... -
Rediscovering Market Segmentation
Sales & Marketing Magazine ArticleIn 1964, Daniel Yankelovich introduced in the pages of Harvard Business Review the concept of nondemographic segmentation, by which he meant the classification... -
What an Effective Client-Referral Strategy Looks Like
Sales & Marketing Digital ArticleThree guidelines for marketers. -
Gender Can Be a Bigger Factor than Race in Raise Negotiations
Leadership & Managing People Digital ArticleResearch on who asks and how they feel about it. -
What CEOs Still Haven't Said About Race and Policing
Leadership & Managing People Digital ArticleThose who've spoken out have largely focused on values, not reform. -
When - and How - to Build Hurdles into a Loyalty Program
Strategy & Execution Digital ArticlePoorly designed programs can frustrate customers. But the right constraints can actually help them get more value from their membership. -
Bottom-Feeding for Blockbuster Businesses
Sales & Marketing Magazine ArticleMarketing experts tell companies to analyze their customer portfolios and weed out buyer segments that don't generate attractive returns. Loyalty experts... -
Even Commodities Have Customers
Sales & Marketing Magazine ArticleWhen Francois Jacques became head of marketing at Lafarge's cement division in late 2001, old-timers told him that there were only two types of customers:... -
Customer Has Escaped
Sales & Marketing Magazine ArticleEvery company makes choices about the channels it will use to go to market. For instance, traditionally, customer demographics guided the decision to... -
Why Businesses Should Know Where Their Densest Markets Are
Innovation & Leadership Digital ArticleThey're where the biggest opportunity lies. -
How Multinational Companies Can Succeed in India
India is a complicated market-- geographically, culturally, politcally, and economically. Here's how MNCs can find success there. -
Mismanagement of Customer Loyalty
Sales & Marketing Magazine ArticleWho wouldn't want loyal customers? Surely they should cost less to serve, they'd be willing to pay more than other customers, and they'd actively market... -
Change with Your Customers - and Win Big
Sales & Marketing Magazine ArticleDownturns naturally reshape customers' needs. While competitors mindlessly cut costs, you should divide your customer base into new segments, whose emerging... -
The Problem with "Color-Blind" Philanthropy
Leadership & Managing People Digital ArticleYou simply can't ignore the implications of race. -
Do Your Employees Feel Safe Reporting Abuse and Discrimination?
Organizational Development Digital ArticlePeople won't speak up if they don't trust the process.
-
Gong Cha's Return to Singapore: Rebuilding a Popular Bubble Tea Franchise
Management Case Study8.95View Details The case describes the relaunch of the popular bubble tea franchise Gong Cha in Singapore in December 2017. This was seven months after its 80 outlets... -
Marketing Reading: Segmentation and Targeting
Sales & Marketing Tool15.90View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Gender and Free Speech at Google (C)
Global Business Case Study5.00View Details This case reveals Google's response to a list of employee demands aiming to combat sexual misconduct in the workplace. This case should accompany the... -
ANA (A)
Sales & Marketing Case Study8.95View Details All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the... -
Disney Consumer Products: Marketing Nutrition to Children
Sales & Marketing Case Study6.95View Details In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods,... -
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,... -
Nectar: Making Loyalty Pay
Sales & Marketing Case Study8.95View Details Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship... -
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... -
Uncommon Schools (A): A Network of Networks
Innovation & Entrepreneurship Case StudyIn 2013, Brett Peiser, CEO of the charter school management organization (CMO) Uncommon Schools, is reassessing the non-profit's strategy. For nearly... -
Global Sourcing at Nike
Leadership & Managing People Case Study8.95View Details This case explores the evolution of Nike's global product sourcing strategy, in particular ongoing efforts to improve working conditions at its suppliers'... -
Uncommon Schools (B): Seeking Excellence at Scale through Standardized Practice
Innovation & Entrepreneurship Case StudyIn 2013, Brett Peiser, CEO of the charter school management organization (CMO) Uncommon Schools, is reassessing the non-profit's strategy. For nearly... -
French News Start-up L'Opinion: Swimming Upstream in Uncertain Times
Sales & Marketing Case Study8.95View Details In May 2013 Nicolas Beytout launched L'Opinion, a news organization that published a daily newspaper, with a robust digital presence. L'Opinion was opinion-focused,... -
Bloemenveiling Aalsmeer
Strategy & Execution Case Study8.95View Details The Dutch "Verenigde Bloemenveiling Aalsmeer Cooperative" (VBA) was on of the world's largest flower exchanges. Around 6,300 flower growers, one half... -
Tomographic Equipment, Inc. (TEQ)
Strategy & Execution Case Study8.95View Details -
Cambridge Software Corp.
Strategy & Execution Case Study8.95View Details Cambridge Software Corp. must decide whether or not to offer multiple versions of a new software product. The firm has identified five market segments... -
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
Management Case Study8.95View Details In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global... -
Collabrys, Inc. (A)--The Evolution of a Startup
Innovation & Entrepreneurship Case Study6.95View Details The CEO of a two-year-old start-up must now decide whether to become a technology provider or a service agency. In a time of enormous uncertainty about... -
Caps and Crowns Dental Clinic: Exploring Business Opportunities
Sales & Marketing Case Study8.95View Details In 2019, after completing her postgraduate work in dentistry in Mangalore, India, an entrepreneur decided to set up a chain of clinics in Bengaluru, in... -
Shiny Provision Store: Retailing Challenges in the Indian Context
Innovation & Entrepreneurship Case Study8.95View Details India has millions of kirana (small stores) but modern retail outlets are emerging. The case illustrates the challenges confronting the shop owner of...
-
How Brands Can Follow Through on the Values They're Selling
Leadership & Managing People Digital ArticleA roadmap for effective advocacy. -
You've Been Called Out for a Microaggression. What Do You Do?
Leadership & Managing People Digital ArticleFirst, don't make it about you. -
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... -
Gong Cha's Return to Singapore: Rebuilding a Popular Bubble Tea Franchise
Management Case Study8.95View Details The case describes the relaunch of the popular bubble tea franchise Gong Cha in Singapore in December 2017. This was seven months after its 80 outlets... -
Managing Demographic Risk
Finance & Accounting Magazine ArticleIn developed nations, the workforce is aging rapidly. That trend has serious implications. Companies could face severe labor shortages in a few years... -
Marketing Reading: Segmentation and Targeting
Sales & Marketing Tool15.90View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Gender and Free Speech at Google (C)
Global Business Case Study5.00View Details This case reveals Google's response to a list of employee demands aiming to combat sexual misconduct in the workplace. This case should accompany the... -
ANA (A)
Sales & Marketing Case Study8.95View Details All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the... -
Gong Cha's Return to Singapore: Rebuilding a Popular Bubble Tea Franchise, Teaching Note
Management Digital ArticleTeaching note for case 047SMU. -
Disney Consumer Products: Marketing Nutrition to Children
Sales & Marketing Case Study6.95View Details In an effort to capture market share in the children's foods category, Disney Consumer Products (DCP) debuted a broad line of "better for you" foods,...