Default Category
-
A Better Way to Map Brand Strategy
Dawar, Niraj; Bagga, CharanArticle HBS-R1506G-EMarketingCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors', to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand's market position to business performance metrics such as pricing and ...Starting at €8.20
-
Marketing in the Age of Alexa
Dawar, NirajArticle HBS-R1803E-EMarketingOver the next decade, as artificially intelligent assistants like Alexa and Siri become the main channel through which people get information, goods, and services, the way companies acquire, serve, and retain customers will radically change. Because the bots will have deep knowledge about individuals' habits and preferences, they'll be able to anticipate a consumer's needs even better than the consumer herself can. They'll ensure that routine pur...Starting at €8.20
-
Do Social Deal Sites Really Work (HBR Case Study)
Bertini, Marco; Wathieu, Luc; Sigman, Betsy Page; Norton, Michael I.Article HBS-R1205X-EMarketingThe stream of customers who visit Flanagan Theme Parks has started to dwindle. The fictional Australian company must decide, with the help of consultant Allie James, whether to try to attract a whole new crop of customers using DailyDilly, a fast-growing social-coupon venture. Allie and Ruth Davison, Flanagan's marking director, take a lunchtime tour of the marketing landscape to answer a key question for any company that is considering such an i...Starting at €8.20
-
When Marketing Is Strategy
Dawar, NirajArticle HBS-R1312G-EStrategyFor decades, businesses have sought competitive advantage in "upstream" activities related to making new products--building bigger factories, finding cheaper raw materials, improving efficiency, and so on. But those easily copied sources of advantage are being irreversibly eroded, and advantage increasingly lies "downstream"--in the marketplace. Today the strategic question that drives business is not "What else can we make?" but "What else can w...Starting at €8.20
-
Do Social Deal Sites Really Work? (HBR Case Study and Commentary)
Bertini, Marco; Wathieu, Luc; Sigman, Betsy Page; Norton, Michael I.Article HBS-R1205L-EMarketingThe stream of customers who visit Flanagan Theme Parks has started to dwindle. The fictional Australian company must decide, with the help of consultant Allie James, whether to try to attract a whole new crop of customers using DailyDilly, a fast-growing social-coupon venture. Allie and Ruth Davison, Flanagan's marking director, take a lunchtime tour of the marketing landscape to answer a key question for any company that is considering such an i...Starting at €8.20
-
Do Social Deal Sites Really Work (Commentary for HBR Case Study)
Bertini, Marco; Wathieu, Luc; Sigman, Betsy Page; Norton, Michael I.Article HBS-R1205Z-EMarketingThe stream of customers who visit Flanagan Theme Parks has started to dwindle. The fictional Australian company must decide, with the help of consultant Allie James, whether to try to attract a whole new crop of customers using DailyDilly, a fast-growing social-coupon venture. Allie and Ruth Davison, Flanagan's marking director, take a lunchtime tour of the marketing landscape to answer a key question for any company that is considering such an i...Starting at €8.20