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How to Make the Most of Omnichannel Retailing
Harvard Business ReviewArticle HBS-F1607A-EMarketingOne of the biggest challenges for brick-and-mortar retailers is competing with online-only sellers such as Amazon. The conventional "omnichannel" strategy is to encourage consumers to shop across channels. But few retailers have closely examined the profitability of such efforts, and they typically pay little attention to how far a customer lives from the store. New research led by Temple University's Xueming Luo shows that distance is a crucial ...Starting at €8.20
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StoreKing: Reaching Rural Consumers with Assisted E-Commerce
Sanal Kumar VelayudhanCase IVEY-9B20A066-EEntrepreneurship, MarketingIn 2019, the founder and chief executive officer of StoreKing, a distribution company that sold consumer products to rural India through designated retailers, faced the challenge of attaining 100,000 retailers by 2020. The chief executive officer (CEO) haStarting at €8.20
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BRAC: Shasthya Shebikas’ Role in Delivering Health Care Service to Rural Markets
Sanal Kumar Velayudhan; Sayeda Shabukta Malik; Kaosar AfsanaCase IVEY-9B17A065-EMarketing, StrategyBRAC was the largest non-governmental organization in the world, reaching out to 138 million people. It made a significant contribution to reducing poverty in Bangladesh by employing more than 117,000 community workers (Shasthya Shebikas) to improve the health and nutrition of the rural poor. The manager of BRAC's Health, Nutrition and Population program was faced with two significant challenges. First, she had to find a way to encourage more peo...Starting at €8.20
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The Science of Sensory Marketing
Harvard Business ReviewArticle HBS-F1503A-EMarketingThe past year has brought a rush of interest among academics in how sensory inputs influence consumers on deep, non-conscious levels--and companies are starting to put these findings to use. One example is Dunkin' Donuts: In a highly successful campaign in Korea, an atomizer released a coffee aroma in public buses whenever the company jingle was played, increasing visits and sales in nearby stores. Another is BMW, which mikes engine sounds throug...Starting at €8.20
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Wonder la: A Brand in the Service of Fun
Sanal Kumar Velayudhan; Kochouseph ChittilappillyCase IVEY-9B14A004-EMarketing, StrategyThe performance of Wonderla, the leader in the amusement park industry in South India, for the year 2011/12 could not be better. It grew at 30 per cent with more than one million customers visiting each of its two parks in Kochi and Bangalore. It also completed the development of a three-star hotel in its Bangalore park. Its growth is creating challenges that it has not faced before. The chief executive officer is concerned with the issue of prio...Starting at €8.20