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The Best Way to Name Your Product 2.0 (Spanish version)
Bertini, Marco; Gourville, John; Ofek, ElieArticle HBS-F1105CMarketingAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a name, often adding a sequential indicator (PlayStation 2, PlayStation 3), or they can come up with an entirely new name (Nintendo's Wii). Three questions managers should consider whe...Starting at €8.20
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In Search of a Second Act (HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304X-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is Reprint R1304Z. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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In Search of a Second Act (HBR Case Study and Commentary)
Ofek, Elie; Avery, JillArticle HBS-R1304M-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint is also available in two other versions: case study-only, Reprint R1304X, and commentary-only, R1304Z.Starting at €8.20
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In Search of a Second Act (Commentary for HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304Z-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the commentary-only version of the HBR case study. The case-only version is reprint R1304X. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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Behold the Extreme Consumers...and Learn to Embrace Them
Eisingerich, Andreas B.; Bhardwaj, Gunjan; Miyamoto, YoshioArticle HBS-F1004G-EMarketingIf you're like most brand managers, you're unaware of or turned off by "extreme consumers"-people so crazy about the brand that they spend more than 10% of their lifetime income on it. But they can be your most powerful marketers.Starting at €8.20
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In E-Commerce, More Is More
Eisingerich, Andreas B.; Kretschmer, TobiasArticle HBS-F0803B-EMarketingMost managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies.Starting at €8.20
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The Best Way to Name Your Product 2.0
Bertini, Marco; Gourville, John; Ofek, ElieArticle HBS-F1105C-EMarketingAlthough there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a name, often adding a sequential indicator (PlayStation 2, PlayStation 3), or they can come up with an entirely new name (Nintendo's Wii). Three questions managers should consider whe...Starting at €8.20