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Why You Should Be Tracking Customer Surplus Value
Customer experience Digital ArticleThis key metric can help you measure customer loyalty. -
Can Biometrics Predict a Viral Marketing Campaign?
Sales & Marketing Digital ArticleOur bodies may sense what kind of content people will share. -
When Virtue Is a Vice
Sales & Marketing Magazine ArticleChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services... -
The Truth About Aging Populations
Consumer behavior Magazine ArticleIt has become fashionable to issue dire projections of declining prosperity based on demographic aging. But is that really such a problem? There is no doubt that all the countries of the world are getting older, but they are at very different stages of the process. The median age in the United States—with half the […] -
Why You Should Allow Returns on Customized Products
Operations and supply chain management Digital ArticleThey may be harder to resell, but customers are less likely to return them anyway. -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Should a Dollar Store Raise Prices to Keep Up with Inflation? (Commentary for HBR Case Study)
Finance & Accounting Magazine ArticleDiscount retailer Dollar Bill's has been struggling to maintain its margins over the past two years because of inflationary pressures, delays on imported... -
How to Measure Inclusion in the Workplace
Sales & Marketing Digital ArticleSeven key elements to look at, according to research. -
How Pinterest Puts People in Stores
Sales & Marketing Magazine Article"Showrooming"--a phenomenon whereby shoppers visit stores to examine merchandise in person before buying the items online--is viewed as a huge threat... -
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... -
Tap Consumers' Desire for "Shoulds"
Sales & Marketing Magazine ArticleResearch shows that people favor pleasurable "want" options if the consequences are immediate, and good-for-you "should" options if the consequences will... -
Riding the Marketing Information Wave
Market research Magazine ArticleToo many products. Too many ads. The daily torrent of data has made customer information systems more important than ever. -
How Companies Can Meet the Needs of a Changing Workforce
Leadership & Managing People Digital ArticleGender and age trends are redefining the "standard" career trajectory. -
The CEO of Hershey on Turning a Candy Company into a Snacks Empire
Corporate strategy Magazine ArticleHershey executed a bold new strategy by learning to be more entrepreneurial, adaptable, and agile. -
Labels Like “Millennial” and “Boomer” Are Obsolete
Consumer behavior Digital ArticleWe have better ways of understanding consumers. -
Hidden Minds
Hiring and recruitment Magazine ArticleWhen it comes to mining consumers’ views, we’ve only scratched the surface. -
Five New Year’s Resolutions Every Leader Should Make
Consumer behavior Digital ArticleLeaders must leverage and develop diverse talent in 2014. -
The Hobby Lobby Decision: How Business Got Here
Consumer behavior Digital ArticleIt’s a lot more clear than where we’ll go next. -
Research: Why We're Incentivized by Discounts and Surcharges
Leadership & Managing People ResearchOur motivations are as social as they are financial. -
Trust, but Verify
Organizational Development Magazine ArticleThe unwillingness of autonomous teams to monitor members' work can depress performance, finds Washington University's Claus Langfred.
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Curled Metal Inc.--Engineered Products Division
Strategy & Execution Case Study11.95View Details Curled Metal Incorporated has declining sales, but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer... -
Growing a Global Forest: Ant Financial, Alipay, and the Ant Forest
Innovation & Entrepreneurship Case Study11.95View Details The case is set in January 2019, when Di Xu, the team leader of Ant Forest, a green initiative within the Chinese payment and lifestyle app Alipay, is... -
Kinsip: Marketing Spirits, Maple Syrup, And Hand Sanitizer
Sales & Marketing Case Study11.95View Details In May 2020, the three cofounders of Kinsip House of Fine Spirits (Kinsip), a craft distillery located on a farm in Prince Edward County, Ontario, Canada,... -
Loop: Eliminating Single-Use Plastic through Reusable Packaging and the Circular Economy
Innovation & Entrepreneurship Case Study11.95View Details This case describes TerraCycle's history as an innovative recycling platform and focuses on the business model of its newest endeavor, Loop. After significant... -
J.C. Penney's 'Fair and Square' Strategy (B): Out with the New, In with the Old
Sales & Marketing Case Study5.00View Details In his August 2012 earnings call, CEO Ron Johnson urged investors to be patient and stay the course with the revised JC Penney marketing strategy despite... -
HelloSelf: Foundation
Strategy & Execution Case Study11.95View Details On January 6, 2019, HelloSelf, a London-based "BrainTech" company, founded a year earlier by Charles Wells, soft launched. The proposition was simply... -
MercadoLibre.com
Sales & Marketing Case Study11.95View Details MercadoLibre.com, eBay's Latin-American partner, needed to decide how far it was going to follow eBay's practice of offering "free listing days" and discounted... -
Consumer Behavior Exercise (B)
Sales & Marketing Case Study8.95View Details Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The... -
Zipcar: Refining the Business Model
Innovation & Entrepreneurship Case Study11.95View Details Zipcar is a start-up organized around the idea of "sharing" car usage via a membership organization. This case describes several iterations of the Zipcar... -
The New Beetle
Sales & Marketing Case Study11.95View Details Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus.... -
Freemark Abbey Winery
Strategy & Execution Case Study11.95View Details Freemark Abbey must decide whether to harvest in view of the possibility of rain. Rain could damage the crop but delaying the harvest would be risky.... -
Compaq Computer: Intel Inside?
Sales & Marketing Case Study11.95View Details Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer... -
Shanty Real Estate: Confidential Information for iBuyer 3
Sales & Marketing Case Study8.95View Details Shanty is a simulation in which students inhabit the role of either a traditional home buyer or an iBuyer, both bidding on the same condo. The traditional... -
Cape Wind
Sales & Marketing Case Study11.95View Details Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is... -
BizRate.com
Sales & Marketing Case Study11.95View Details BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available... -
Research Methods in Marketing: Survey Research
Sales & Marketing Case Study8.95View Details Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process:... -
Marketing Reading: Consumer Behavior and the Buying Process
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
In-N-Out Burger
Sales & Marketing Case Study11.95View Details In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer... -
Systems Engineering Laboratories, Inc.
Finance & Accounting Case Study11.95View Details Choosing an equity offering or an offering of straight subordinated debt with a CCC credit rating and a 12.5% coupon. -
The Kid Grows Up: Decisions at the Sundance Institute
Innovation & Entrepreneurship Case Study11.95View Details The Sundance case raises the question of how markets for innovative cultural products can be created and what the role of intermediaries in creative industries...
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Curled Metal Inc.--Engineered Products Division
Strategy & Execution Case Study11.95View Details Curled Metal Incorporated has declining sales, but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer... -
Growing a Global Forest: Ant Financial, Alipay, and the Ant Forest
Innovation & Entrepreneurship Case Study11.95View Details The case is set in January 2019, when Di Xu, the team leader of Ant Forest, a green initiative within the Chinese payment and lifestyle app Alipay, is... -
Why You Should Be Tracking Customer Surplus Value
Customer experience Digital ArticleThis key metric can help you measure customer loyalty. -
Can Biometrics Predict a Viral Marketing Campaign?
Sales & Marketing Digital ArticleOur bodies may sense what kind of content people will share. -
When Virtue Is a Vice
Sales & Marketing Magazine ArticleChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services... -
Kinsip: Marketing Spirits, Maple Syrup, And Hand Sanitizer
Sales & Marketing Case Study11.95View Details In May 2020, the three cofounders of Kinsip House of Fine Spirits (Kinsip), a craft distillery located on a farm in Prince Edward County, Ontario, Canada,... -
The Truth About Aging Populations
Consumer behavior Magazine ArticleIt has become fashionable to issue dire projections of declining prosperity based on demographic aging. But is that really such a problem? There is no doubt that all the countries of the world are getting older, but they are at very different stages of the process. The median age in the United States—with half the […] -
Why You Should Allow Returns on Customized Products
Operations and supply chain management Digital ArticleThey may be harder to resell, but customers are less likely to return them anyway. -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Should a Dollar Store Raise Prices to Keep Up with Inflation? (Commentary for HBR Case Study)
Finance & Accounting Magazine ArticleDiscount retailer Dollar Bill's has been struggling to maintain its margins over the past two years because of inflationary pressures, delays on imported...