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How to Penetrate the US Market
Marketing Digital ArticleAccounting 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 […] -
Managing Demographic Risk
Economics Magazine ArticleAn aging workforce will compel businesses to change how they operate and could even threaten some companies’ viability. How vulnerable is your business? -
Authenticity: Is It Real or Is It Marketing?
Leadership Magazine ArticleCompanies that boast of their authenticity confront challenges that more faceless firms don’t even have to consider. -
Every Content Marketer Needs an Editor
Sales & Marketing Digital ArticleIt's about more than corralling apostrophes run amok. -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Don't Cut Your Marketing Budget in a Recession
Sales & Marketing Digital ArticleResearch shows that when firms reallocate it, they have more success. -
When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
Go Downstream: The New Profit Imperative in Manufacturing
Business models Magazine ArticleNow 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. -
Look to Consumers to Increase Productivity
Personal productivity Magazine ArticleWhen productivity is a problem in manufacturing, managers turn to the R&D department or operations for help. In services, however, especially ones where there is a lot of contact with the customer, such in-house groups cannot by themselves improve productivity. Because services involve the customer in production, are labor intensive, and are time-bound, consumer behavior […] -
Online Shopping and the Problem with Pictures
Marketing Digital ArticleWhat if the thing that gets online shoppers to buy a product is also the thing that makes them dissatisfied with the product when it arrives? In a recent research project, I tested this hypothesis using the pictures of products that accompany the online shopping experience. Images are the crux of online shopping. Good pictures […] -
Analytics for Marketers
Technology and analytics Magazine ArticleWhen to rely on algorithms and when to trust your gut -
Make Your Best Customers Even Better
Customer experience Magazine ArticleMany companies could persuade big spenders to buy even more. -
Just in Time for the Holidays (Commentary for HBR Case Study)
Technology & Operations Magazine ArticleIt's the busiest time of year for North Pole Workshops. Production is in high gear, and the elves are on overtime in the sprint toward Christmas. But... -
The Lure of Global Branding
Globalization Magazine ArticleBrand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal. -
Your Biggest Social Media Fans Might Not Be Your Best Customers
Sales & Marketing Digital ArticleHow analytics can mislead marketers. -
Sustainability's Faustian Dilemma
Strategy & Execution Digital ArticleWe all remember the SunChips Episode of 2010. Frito-Lay introduced bio-degradable packaging for SunChips in March, and was surprised to see sales of the... -
Most Adults Don't Mind 4 Months of Christmas Ads
Sales & Marketing Digital ArticleSome of us actually like seeing Santa in September. -
How Urban Culture Transcends Borders
Marketing Magazine ArticleAnti-American sentiment poses a challenge to companies seeking to export to some regions of the world, most notably parts of Asia and the Middle East. At the same time, segments within those regions keenly identify with U.S. urban youth culture—the world of hip-hop and rap. Research I conducted among Chinese undergraduates suggests that this identification […] -
How to Create True Customer Advocates
Customer experience Digital ArticleIt’s a lot different from getting them to buy your products and services. -
Our Brains Love New Stuff, and It's Killing the Planet
Sales & Marketing Digital ArticleCan we trick ourselves into making smarter choices?
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The New Rules of Marketing Across Channels
Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the “echoverse.” -
How to Vet Information Before Making a Decision
Decision making and problem solving Digital ArticleFour questions to ask when you’re considering the evidence. -
Inside the Success of South Korean Brands
Brand management Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
Research: Customer Referrals Are Contagious
Sales and marketing Digital ArticleReferred customers not only buy more but also refer 30–57% more new customers than others. -
How Retailers Became Ad Platforms
Sales and marketing Digital ArticleIt’s a major growth opportunity — if companies can navigate the strategic challenges. -
Research: Smaller, More Precise Discounts Could Increase Your Sales
Pricing strategy Digital ArticleWhy bigger discounts don’t necessarily attract more customers. -
Stop Overlooking the Leadership Potential of Asian Employees
High potential employees Digital ArticleWhen companies leverage the diverse talents of their Asian workforce, they can evolve into more global, agile, and powerful hubs of innovation and growth. -
Why You Should Be Tracking Customer Surplus Value
Customer experience Digital ArticleThis key metric can help you measure customer loyalty. -
How Marketers Can Adapt to LLM-Powered Search
Marketing Digital ArticleWith the addition of AI-generated overviews, Google, Perplexity, OpenAI and other search engines are changing how consumers find information. -
How Your Business Should Tap into the Creator Economy
Social marketing Digital ArticleInfluencer marketing is upending established customer-facing businesses. -
Should Your Brand Hire a Virtual Influencer?
Marketing SpotlightRelying on AI-generated personalities can be a low-risk, high-engagement strategy. -
How Marketers Choose College Athlete Influencers
Marketing SpotlightHere are the characteristics that matter most. -
Winning at Influencer Marketing
Marketing Magazine ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed, and shared. This month’s Spotlight package looks at how brands are responding. -
How Inclusive Brands Fuel Growth
Marketing Magazine ArticleThey unlock new sources of value by meeting the needs of underrecognized customers. -
What Makes a Successful Celebrity Brand?
Marketing SpotlightStars are using their influencer status to launch their own products and capture more profits for themselves. -
Why the Influencer Industry Needs Guardrails
Marketing SpotlightAnd how to professionalize a maturing practice -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... - SPONSORED CONTENT FROM Quad
Eliminating Complexity for a Frictionless Marketing Experience
Sales and marketing ResearchResearch Report Sponsored By Quad -
Research: Why People Really Buy Upcycled Products
Environmental sustainability Digital ArticleCreativity is more of a selling point than sustainability. -
How One Marketing Team Made AI Part of Its Daily Work
Marketing Digital ArticleNine out of ten marketers agree: Organizations must increase their use of AI if they want to stay competitive.
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Zalora Philippines: From Growth to Profitability
Sales & Marketing Case Study11.95View Details In May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just... -
State Bank of India: Transforming a State Owned Giant
Sales & Marketing Case Study11.95View Details February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had... -
Crestor
Strategy & Execution Case Study11.95View Details AstraZeneca is preparing for the launch of Crestor, the company's first entrant in the enormous and fast-growing statin category. The team responsible... -
Brannigan Foods: Strategic Marketing Planning
Sales & Marketing Case Study8.95View Details The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining... -
HKT eSmartHealth
Strategy & Execution Case Study11.95View Details Hong Kong Telecommunications Limited (HKT) is a member firm of the PCCW conglomerate and Hong Kong's largest telecommunications company. With its core... -
Sales Force Management at Nobel Ilac
Sales & Marketing Case Study11.95View Details Nobel Ilac was a Turkish generic pharmaceutical company marketing more than 100 drugs in 20 countries and, as of 2017, had over 2,500 employees worldwide.... -
Radiohead: Music at Your Own Price (A)
Sales & Marketing Case Study11.95View Details In October 2007, the British band Radiohead caused a stir when it announced it would allow customers to decide how much to pay for its new album, released... -
PSI India--Will Balbir Pasha Help Fight AIDS? (B)
Communication Case Study5.00View Details An abstract is not available for this product. -
Venture Viability Research
Innovation & Entrepreneurship Case Study11.95View Details The purpose of the venture viability research process is to identify the key questions underlying the viability of a venture, to facilitate reframing... -
Elizabeth Parker (A)
Leadership & Managing People Case Study11.95View Details A new political appointee with years of volunteer experience takes over a highly responsible job in the state government and is met with bureaucratic... -
Angie's List: Ratings Pioneer Turns 20
Sales & Marketing Case Study11.95View Details In 1995, before people "googled" or "yelped," Angela Hicks (HBS, 2000) was establishing her Angie's List as a pioneer in the accumulation and dissemination... -
Culinarian Cookware: Pondering Price Promotion
Sales & Marketing Case Study8.95View Details In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products.... -
Reinventing the Automobile: General Motors' AUTOnomy Project
Technology & Operations Case Study11.95View Details Describes the history of General Motor's attempts to develop a hydrogen fuel-cell powered car. As of 2003, GM developed several prototypes of such a vehicle... -
Carolinas HealthCare System: Consumer Analytics
Sales & Marketing Case Study11.95View Details In 2014, Dr. Michael Dulin, chief clinical officer for analytics and outcomes research and head of the Dickson Advanced Analytics (DA2) group at Carolinas... -
MyVillage: Home-based Childcare For All
Innovation & Entrepreneurship Case Study11.95View Details The case follows Erica Mackey, CEO of early childhood education impact venture MyVillage, as she determines the growth path of the company after a recent... -
Xbox Game Pass: Business Model Optimization and Transformation
Management Case Study11.95View Details Microsoft launched the Xbox gaming console on November 15, 2001. For years, Microsoft used the "razor-razorblade" business model for Xbox by subsidizing... -
Avaya (B)
Sales & Marketing Case Study5.00View Details Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series... -
The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market
Sales & Marketing Case Study11.95View Details Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian... -
Live Nation and Pharrell Williams
Sales & Marketing Case Study11.95View Details "We're in business together, and whether we lose a few million dollars or make a few million dollars, let's do this. If you think you can pull it off,... -
Creating a Luxury Experience at Value Retail
Sales & Marketing Case Study11.95View Details Value Retail PLC owned and managed a number of premium shopping destinations (Villages) across Europe. Soon the company would be moving into an entirely...
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How to Penetrate the US Market
Marketing Digital ArticleAccounting 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 […] -
Managing Demographic Risk
Economics Magazine ArticleAn aging workforce will compel businesses to change how they operate and could even threaten some companies’ viability. How vulnerable is your business? -
Authenticity: Is It Real or Is It Marketing?
Leadership Magazine ArticleCompanies that boast of their authenticity confront challenges that more faceless firms don’t even have to consider. -
Zalora Philippines: From Growth to Profitability
Sales & Marketing Case Study11.95View Details In May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just... -
Every Content Marketer Needs an Editor
Sales & Marketing Digital ArticleIt's about more than corralling apostrophes run amok. -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Don't Cut Your Marketing Budget in a Recession
Sales & Marketing Digital ArticleResearch shows that when firms reallocate it, they have more success. -
State Bank of India: Transforming a State Owned Giant
Sales & Marketing Case Study11.95View Details February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had... -
When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
Go Downstream: The New Profit Imperative in Manufacturing
Business models Magazine ArticleNow 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.