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The Elements of Value (Spanish version)
Almquist, Eric; Senior, John; Bloch, NicholasArticle HBS-R1609CMarketingdescribing their behavior around products and services. They arrange the elements in a pyramid according to four kinds of needs, with "functional" at the bottom, followed by "emotional," "life changing," and then "social impact" at the peak. The authors provide real-world examples to demonstrate how companies have used the elements to grow revenue, refine product design to better meet customers' needs, identify where customers perceive strengths...Starting at €8.20
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The Elements of Value
Almquist, Eric; Senior, John; Bloch, NicholasArticle HBS-R1609C-EMarketingWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities for companies to improve their performance in existing markets or break into new markets. In the right combinations, the authors' analysis shows, those elements will pay off in stronger customer loyalty, greater consumer willingness to try a particular brand, and sustained revenue growth....Starting at €8.20
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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