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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... -
The New New Product Development Game
Product development Magazine ArticleIn today’s fast-paced, fiercely competitive world of commercial new product development, speed and flexibility are essential. Companies are increasingly realizing that the old, sequential approach to developing new products simply won’t get the job done. Instead, companies in Japan and the United States are using a holistic method—as in rugby, the ball gets passed within […] -
What It Takes to Become a Great Product Manager
Product management Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Sales & Marketing Magazine ArticleThe product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The 4 Types of Innovation and the Problems They Solve
Innovation & Leadership Digital ArticleDisruption isn't the only approach. -
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.... -
How to Do Strategic Planning Like a Futurist
Strategy & Execution Digital ArticleYou don't need a time line; you need a time cone. -
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... -
The House of Quality
Analytics and data science Magazine ArticleDesign is a team effort, but how do marketing and engineering talk to each other? -
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 […] -
Why Now Is the Time for "Open Innovation"
Innovation & Leadership Digital ArticleCovid-19 has shown how companies can work together to solve problems. -
Creating a Culture of Quality
Organizational culture Magazine ArticleFinancial incentives don’t reduce errors. Employees must be passionate about eliminating mistakes. -
Building a Culture of Experimentation
Innovation SpotlightIt takes more than good tools. It takes a complete change of attitude. -
Mapping Your Competitive Position
Product management Magazine ArticleA simple chart shows how much a customer will pay for a perceived benefit. This is more than a marketing aid, it’s a powerful tool for competitive strategy. -
Why Most Product Launches Fail
Sales & Marketing Magazine ArticleVeteran product launch PR executives Joan Schneider and Julie Hall examine the five most frequent reasons why new products flop: The company can't support... -
How Smart, Connected Products Are Transforming Competition
Strategy & Execution Magazine ArticleInformation technology is revolutionizing products, from appliances to cars to mining equipment. Products once composed solely of mechanical and electrical...
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Procter & Gamble: Cost of Capital (Abridged)
Finance & Accounting Case Study8.95View Details This case asks the student to compute Procter & Gamble's weighted-average cost of capital to determine whether another company should enter the household-products... -
reMarkable: e-Writing the Future
Sales & Marketing Case Study8.95View Details Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating... -
23andMe: Genetic Testing for Consumers (B)
Sales & Marketing Case Study5.00View Details Following the FDA's letter in November 2013, which ordered 23andMe to cease sales of its DNA test kits, observers wondered how co-founder and CEO, Anne... -
Ingvar Kamprad and IKEA
Leadership & Managing People Case Study8.95View Details Traces the development of a Swedish furniture retailer under the leadership of an innovative and unconventional entrepreneur whose approaches redefine... -
Launching the New MINI (Multimedia Case)
Sales & Marketing Tool25.00View Details Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials... -
MicroFridge: The Concept
Sales & Marketing Case Study8.95View Details Robert Bennett, who has a Master's degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an... -
Idea Generation and Selection: The Alternative Use Exercise, Handout
Technology & Operations Case Study5.00View Details Handout supplement for case UV7313. -
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... -
Komatsu Ltd. (A): Target Costing System
Finance & Accounting Case Study8.95View Details Komatsu, a leading manufacturer of construction equipment, seeks to expand aggressively through the 1990s. Key to its competitiveness is a strict adherence... -
Ford vs. GM: The Evolution of Mass Production (A)
Technology & Operations Case Study8.95View Details This case explores the very different paths taken by the Ford Motor Company and the General Motors Corporation in the first three decades of the twentieth... -
Prodigy Network: Democratizing Real Estate Design and Financing
Technology & Operations Case Study8.95View Details This case follows Rodrigo Nino, founder and CEO of commercial real estate development company Prodigy Network, as he develops an equity-based crowdfunding... -
The Innovator's Solution, with a New Foreword: Creating and Sustaining Successful Growth
Management Book35.00View Details The "New York Times" bestseller and seminal work on disruption--for every company seeking new growth. Clayton Christensen's bestselling book, "The Innovator's... -
Rodan + Fields Dermatologists
Sales & Marketing Case Study8.95View Details The case focuses on issues involved in managing the direct multilevel marketing sales consultants who sell R+F skin care products. The company is trying... -
Fiat-Chrysler Alliance: Launching the Cinquecento in North America
Strategy & Execution Case Study8.95View Details Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)-a very small, iconic Italian car that had strong... -
Kering: Blazing a Trail in Sustainable Luxury
Strategy & Execution Case Study8.95View Details People seldom know that the fashion and luxury industry has become an industry with high water pollution, raw material consumption, and greenhouse gas... -
Lehigh Steel
Finance & Accounting Case Study8.95View Details Lehigh Steel is a specialty steel manufacturer that plummeted from record profits to record losses in less than three years, driven by an inability to... -
Airbus vs. Boeing (J): New Plane Developments (2016)
Strategy & Execution Case Study5.00View Details This case describes Airbus and Boeing developments in 2016, including Airbus's delivery of the first A320neo and Boeing's work on the 737 MAX and 777X... -
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,... -
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... -
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....
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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... -
The New New Product Development Game
Product development Magazine ArticleIn today’s fast-paced, fiercely competitive world of commercial new product development, speed and flexibility are essential. Companies are increasingly realizing that the old, sequential approach to developing new products simply won’t get the job done. Instead, companies in Japan and the United States are using a holistic method—as in rugby, the ball gets passed within […] -
What It Takes to Become a Great Product Manager
Product management Digital ArticleAnd how to pick between jobs. -
Exploit the Product Life Cycle
Sales & Marketing Magazine ArticleThe product life cycle measures the likelihood, character, and timing of competitive and market events. A product strategy that includes some sort of... -
Welcome to the Experience Economy
Sales & Marketing Magazine ArticleIn this article, co-authors B. Joseph Pine II and James Gilmore, founders of the management consulting firm Strategic Horizons, preview the likely characteristics... -
The Globalization of Markets
Globalization Magazine ArticleMany companies have become disillusioned with sales in the international marketplace as old markets become saturated and new ones must be found. How can they customize products for the demands of new markets? Which items will consumers want? With wily international competitors breathing down their necks, many organizations think that the game just isn’t worth […] -
The B2B Elements of Value
Technology & Operations Magazine ArticleAs B2B offerings become more commoditized, the subjective, sometimes quite personal considerations of business customers are increasingly important in... -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
The 4 Types of Innovation and the Problems They Solve
Innovation & Leadership Digital ArticleDisruption isn't the only approach. -
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....