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Power of Product Integrity
Clark, Kim B.; Fujimoto, TakahiroArticle HBS-90603-EMarketingProducts with integrity perform superbly, provide good value, and satisfy customer's expectations in every respect, including such intangibles as their look and feel. The most successful development organizations appoint a "heavyweight" product manager to guide the creation of a strong product concept. This person ensures that a product concept both satisfies potential customers' wants and needs and is completely embodied in a product's details.Starting at €8.20
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The Persuasive Power of Opportunity Costs (Spanish version)
Frederick, ShaneArticle HBS-F1101FMarketingThough all decisions involve opportunity costs, most companies don't factor them into their marketing messages. A few firms, however, have found that pointing out trade-offs to consumers is an effective way to influence their purchasing choices.Starting at €8.20
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The Persuasive Power of Opportunity Costs
Frederick, ShaneArticle HBS-F1101F-EMarketingThough all decisions involve opportunity costs, most companies don't factor them into their marketing messages. A few firms, however, have found that pointing out trade-offs to consumers is an effective way to influence their purchasing choices.Starting at €8.20