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Make the Most of a Polarizing Brand
Luo, Xueming; Wiles, Michael; Raithel, SaschaArticle HBS-F1311A-EMarketingMarketing managers tend to focus on "mean" or "net" consumer scores, but these miss an important point: Some brands are highly polarizing, with large numbers of "brand lovers" and equally large numbers of brand haters. Measuring "brand dispersion" will allow marketers to identify polarizing brands, and they can take steps to turn polarization to their advantage.Starting at €8.20
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Case of the Pricing Predicament (HBR Case Study and Commentary)
Karr, Mary; Rogers, F.G. Buck; Moore, Bruce; Lindgren, Richard T.; Whitescarver, WilliamArticle HBS-88205-EMarketingScott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's...Starting at €8.20