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How to Fight a Price War
Sales & Marketing Magazine ArticlePrice wars are a fact of life, whether we're talking about the fast-paced world of knowledge products, the marketing of Internet appliances, or the staid,... -
The Five Competitive Forces That Shape Strategy
Competitive strategy HBR BestsellerAwareness of the five forces can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack. -
Business Marketing; Understand What Customers Value
Sales & Marketing Magazine ArticleIn this article, authors James Anderson, professor at the Kellogg Graduate School, Northwestern University, and James Narus, associate professor at the... -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
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,... -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more.... -
Does the Capital Asset Pricing Model Work?
Financial crisis Magazine ArticleAn important task of the corporate financial manager is measurement of the company’s cost of equity capital. But estimating the cost of equity causes a lot of head scratching; often the result is subjective and therefore open to question as a reliable benchmark. This article describes a method for arriving at that figure, a method […] -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
Making "Freemium" Work
Sales & Marketing Magazine ArticleOver the past decade "freemium"--a combination of free and premium offerings--has become the dominant business model among internet start-ups and smartphone... -
Pricing Policies for New Products (HBR Classic)
Sales & Marketing Magazine ArticleNew products should be priced and repriced over their life cycle to fit the changing competitive environment. In the pioneer stage manufacturers must... -
Industrial Pricing to Meet Customer Needs
Marketing Magazine ArticleWhen a customer buys a product he or she goes through a complex process of balancing the price of the product against the perceived benefits, costs, risks, and value in use of the product. If the customer thinks this way when analyzing a purchase, say these authors, it makes great sense for marketers to set […] -
A Study of the Champagne Industry Shows That Women Have Stronger Networks, and Profit from Them
Global Business Digital ArticleMore socializing and more trust lead to more revenue. -
3 Lessons from Hyperinflationary Periods
Finance & Accounting Digital ArticleWhat today's businesses can learn about pricing strategies and consumer trust. -
There's a Way to Win the Showdown with Your Customer
Sales & Marketing Digital ArticleTips for driving higher revenue and profits in B2B sales. -
Getting Transfer Prices Right: What Bellcore Did
Accounting Magazine ArticleThe subject of transfer pricing doesn’t normally excite many people, but when your transfer pricing system is less than perfect, life gets interesting. We at Bellcore first got interested in transfer pricing in 1983. That’s the year before AT&T was broken up and Bellcore was being formed as the centralized organization supporting the seven regional […] -
When Cost-Plus Pricing Is a Good Idea
Pricing strategy Digital ArticleThough out of fashion among pricing experts, it has some benefits. -
Whole Foods Is Becoming Amazon's Brick-and-Mortar Pricing Lab
Sales & Marketing Digital ArticleAnd changing how Americans think about the cost of healthy food. -
Ain’t Too Proud to Beg: Pricing Lessons from the Rolling Stones
Pricing strategy Digital ArticleThe band needs to cut prices without damaging their brand. -
The Problem with Price Gouging Laws
Sales & Marketing Digital ArticleThey're politically popular, but encourage hoarding and exacerbate shortages. -
Case Study: Second Thoughts About a Strategy Shift
Strategy & Execution Magazine ArticleAugustin Rey, the president of Emilia, a century-old clothing retailer in Spain, is determined to revamp the company's merchandising strategy and redesign...
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Brand Extension through Innovation: Sound Agriculture Grows the Greens
Management Case Study8.95View Details "This case follows the decision-making process of Erik Wolfe, senior product marketing manager at Sound Agriculture, an agriculture technology company,... -
Virgin Atlantic Airways: Ten Years After
Sales & Marketing Case Study8.95View Details The Virgin Atlantic Airways (VAA) case was written on the occasion of the company's 10th anniversary. In 10 years, VAA has brought many innovations to... -
BEWOOD - An Entrepreneur's Pricing Question
Sales & Marketing Case Study8.95View Details Created in 2015, BEWOOD was a sustainable fashion brand start-up in Lille, France that sold a range of products with wood as their primary component.... -
Marketing Reading: Creating Customer Value
Sales & Marketing Tool6.95View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Galanz: From Price Killer to Consumer Brand Innovator
Sales & Marketing Case Study8.95View Details Chinese Galanz was the world's largest microwave oven manufacturer in 2013. It had sales of 20 million microwave ovens, group revenues of RMB46 billion... -
Luckin Coffee (A): Caffeine-fueled Growth?
Innovation & Entrepreneurship Case Study8.95View Details This case describes the founding of Chinese coffee chain Luckin Coffee in 2017 and its path to surpassing Starbucks as the largest coffee chain in China... -
AnswerDash (Abridged)
Sales & Marketing Case Study8.95View Details It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution... -
Tartans in Thailand: Pernod Ricard's Thai Whiskey War of 2007
Sales & Marketing Case Study8.95View Details The case examines a competitive situation in the market for Scotch whisky in Thailand. Two multinationals fight for market share with a complex portfolio... -
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... -
Diversification, the Capital Asset Pricing Model, and the Cost of Equity Capital
Finance & Accounting Case Study8.95View Details Describes in nonmathematical terms the nature of capital asset pricing model and possible use in estimating a company's cost of equity capital. -
Polyphonic HMI: Mixing Music and Math
Sales & Marketing Case Study8.95View Details In 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value... -
Hedging IDR Exposure through Onshore Forward or NDF?
Finance & Accounting Case Study8.95View Details Michael Finney, CEO of US-domiciled Deltrix Lumberjack, pitched his company's logging equipment to an Indonesian logging firm. Indonesian regulation required... -
Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug
Sales & Marketing Case Study8.95View Details Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA... -
Offshore Drilling Industry
Strategy & Execution Case Study8.95View Details After booming in 1997 and early 1998, the offshore drilling industry slumps in late 1998 and early 1999. Lower oil prices lead oil companies to reduce... -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study14.00View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Tomographic Equipment, Inc. (TEQ)
Strategy & Execution Case Study8.95View Details -
Price-Fixing Vignettes
Strategy & Execution Case Study8.95View Details This case escribes the antitrust prosecutions in the United States and abroad of the international bulk vitamins cartel. Both the civil and criminal fines... -
Signode Industries, Inc. (B)
Sales & Marketing Case Study5.00View Details Describes whether the company adopts the price-flex policy discussed in the (A) case. Price increase in steel strapping raw materials is rescinded by... -
Sustaining Value
Sales & Marketing Case Study8.95View Details Describes the challenges a firm faces in building and sustaining a value proposition over time. Describes major ways in which the marketing environment...
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How to Fight a Price War
Sales & Marketing Magazine ArticlePrice wars are a fact of life, whether we're talking about the fast-paced world of knowledge products, the marketing of Internet appliances, or the staid,... -
The Five Competitive Forces That Shape Strategy
Competitive strategy HBR BestsellerAwareness of the five forces can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack. -
Business Marketing; Understand What Customers Value
Sales & Marketing Magazine ArticleIn this article, authors James Anderson, professor at the Kellogg Graduate School, Northwestern University, and James Narus, associate professor at the... -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
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,... -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more.... -
Does the Capital Asset Pricing Model Work?
Financial crisis Magazine ArticleAn important task of the corporate financial manager is measurement of the company’s cost of equity capital. But estimating the cost of equity causes a lot of head scratching; often the result is subjective and therefore open to question as a reliable benchmark. This article describes a method for arriving at that figure, a method […] -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
Making "Freemium" Work
Sales & Marketing Magazine ArticleOver the past decade "freemium"--a combination of free and premium offerings--has become the dominant business model among internet start-ups and smartphone... -
Pricing Policies for New Products (HBR Classic)
Sales & Marketing Magazine ArticleNew products should be priced and repriced over their life cycle to fit the changing competitive environment. In the pioneer stage manufacturers must...