Marketing

One study found that people were willing to pay about 21% more for a product when they were told it was crowdfunded.

Accounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […]

A study of 3,500 posts offers insights for digital marketers.

More than half of Major League Baseball teams are using dynamic pricing. Others should follow.

A source of customer complaints became a source of revenue.

Jimmy Wales, the founder of Wikipedia, got flack recently because he took special interest in a page about somone he was dating. The Wikipedia community will get over it, but the kerfuffle calls into question reputation, quality, and the very veracity of the site itself. This would be a salacious detail only of interest to […]

Context is key.

In the rush to automate, the marketing and sales function is the next frontier. As everybody knows, over the past decade information systems have been making great inroads in engineering and manufacturing. Automation has cut direct labor to a small fraction of production costs—an average of 8% to 12% in manufacturing companies. Therefore, wringing yet […]

“Smart” objects offer advertisers new opportunities.

Are you in control of your content experience?

Luca de Meo, member of the board of management at Audi AG, discusses marketing, branding, and innovation--and how to succeed in each.

Contrary to popular belief, social media is not naturally more resistant to marketing tricks. It can be gamed. On Twitter, services exist to boost your follower count and give the impression that you’ve got a vast high-quality network. Bloggers can write articles rich with links that draw the attention of others who would hopefully link […]

Firms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,...

A dozen interviews can be more useful than thousands of responses to a questionnaire.

Surprised by a gender stereotype? React calmly, directly, and move on.

A study on how consumers perceive design.

Now that providing services is more lucrative than making products, the old foundations for success in manufacturing are crumbling. Smart manufacturers are creating new business models to capture profits at the customer’s end of the value chain.

For the last decade, the Gallup Organization has surveyed the people of China, as both consumers of goods and employees of the companies that produce those goods. The data provide a unique picture of changing consumer attitudes, market opportunities, and management challenges.

"Create a social media presence that highlights your expertise," I told a room full of entrepreneurs. "And that will do more to drive business to your...

Innovation is great, but don’t forget to make the most of the tried-and-true tactics.

Addresses the controversy that surrounds highly promotional retail pricing referred to as "high-low pricing" by the trade. High-low pricing involves setting...

It is March 2012 and Janice Chan, the senior director of digital marketing and distribution for Starwood Asia Pacific Hotels, is responsible for delivering...

This is a game simulation case on yield management for the hotel industry. Students play the role of the reservation manager and are allowed to make hotel...

On April 12, 2013, Corey Rennell, the founder and CEO of CORE Foods (CF), was faced with the decision of whether or not to withdraw $100,000 worth of...

This case explores the use of social media to support product design, customer support, marketing and HR activities at National Instruments (NI). Based...

Georginelli Dental Research (GDR) has transitioned from an agile entrepreneurial company to one that has become overly cautious as its high-margin film...

Provides the court's decision in the May D&F case, and updates the controversy surrounding high-low retail pricing.

Qualtrics was an online survey research platform and since the beginning, the company had relied entirely on an inside sales model-sales done remotely...

The case follows the evolution of EnerGaia, a technology firm pioneering rooftop production of spirulina (blue-green algae) in developing markets. The...

This case asks students to consider how to prioritize goals when placed in a new leadership role. In August 2014, Meredith "Max" Hodges became the youngest...

In 2023, Anheuser-Busch InBev SA/NV leadership faced a developing crisis in the United States after conservative backlash to a Bud Light promotional campaign...

Describes designing an advertising or promotion program to sustain the momentum on L'eggs successful market entry.

Villy Wang founded BAYCAT in 2004 with the ambitious mission of ending inequality and racism through powerful storytelling. To accomplish that mission,...

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition...

In this note you will find a summary and an overview of the principles of branding, as well as an illustration of application of these principles to build...

Is "Fair Trade" really fair? This case examines the concept, history, and logistics of the Fair Trade movement, specifically for coffee. Fair Trade began...

Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination...

This case make the analysis of potential markets for the internationalization of the company Saurios and, especially, to the selection and entry modes...

In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international...

Following its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers,...

One study found that people were willing to pay about 21% more for a product when they were told it was crowdfunded.

Accounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […]

Addresses the controversy that surrounds highly promotional retail pricing referred to as "high-low pricing" by the trade. High-low pricing involves setting...

A study of 3,500 posts offers insights for digital marketers.

More than half of Major League Baseball teams are using dynamic pricing. Others should follow.

It is March 2012 and Janice Chan, the senior director of digital marketing and distribution for Starwood Asia Pacific Hotels, is responsible for delivering...

This is a game simulation case on yield management for the hotel industry. Students play the role of the reservation manager and are allowed to make hotel...

On April 12, 2013, Corey Rennell, the founder and CEO of CORE Foods (CF), was faced with the decision of whether or not to withdraw $100,000 worth of...

A source of customer complaints became a source of revenue.

This case explores the use of social media to support product design, customer support, marketing and HR activities at National Instruments (NI). Based...