Search results
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Kuaishou: Developing a Livestreaming E-Commerce Business
Wei Li; Junfeng Tian; Jianping Liang; Jing Chen; Hubert PunCase IVEY-W26400-EMarketing, StrategyAs a leading short-video social and livestreaming app in China, Kuaishou Technology’s Kuaishou application (app) was facing various challenges, including fierce competition from ByteDance Ltd.’s Douyin. In June 2018, to sustain its long-term growth, KuaisStarting at €8.20
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Branding in the Digital Age: You're Spending Your Money in All the Wrong Places
Edelman, David C.Article HBS-R1012C-EMarketingConsumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers' and retailers' control. That means traditional marketing strategies must be redesigned to accord with how brand relationships have changed. In the famous funnel metaphor, a shopper would start with a number of brands in mind and then systematically narrow them down to a final choice. His relationship with both the manufacture...Starting at €8.20
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Alibaba: Launching a Direct Online Retail Model - Teaching Note
Wei Li; Jing Chen; Hubert Pun; Junfeng TianTeaching Note IVEY-W28626-EMarketing, StrategyTeaching note for product W28625.Starting at €0.00
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You're Spending Your Money in All the Wrong Places (Spanish version)
Edelman, David C.Article HBS-R1012CMarketingconsider a selection of brands; evaluate by seeking input from peers, reviewers, and others; buy; and enjoy, advocate bond. If the consumer's bond with the brand becomes strong enough, she'll enter a buy-enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Smart marketers will study the decision journey for their products and use the insights they gain to revise strategy, media spend, and organizational roles.Starting at €8.20
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Competing on Customer Journeys (Spanish version)
Edelman, David C.; Singer, MarcArticle HBS-R1511EMarketing(1) Automation, to smoothly carry customers through each step of their online path; (2) Personalization, to create a customized experience for each individual; (3) Contextual interaction, to engage customers and appropriately sequence the steps they take; and (4) Journey innovation, to add improvements that enhance and extend the journey and foster customer loyalty. In addition, the most successful companies have a particular organizational stru...Starting at €8.20
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Competing on Customer Journeys
Edelman, David C.; Singer, MarcArticle HBS-R1511E-EMarketingAs digital technology has enabled shoppers to easily research and buy products online, sellers have been scrambling after them, trying to understand and satisfy their wants. Savvy companies, however, are using new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond. They are creating compelling customer journeys and managing them like any other product--and gaining a so...Starting at €8.20
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Alibaba: Launching a Direct Online Retail Model
Wei Li; Jing Chen; Hubert Pun; Junfeng TianCase IVEY-W28625-EMarketing, StrategyIn May 2021, Alibaba Group Holding Limited (Alibaba), China’s biggest e-commerce company, faced a number of challenges. Alibaba, which operated under a platform business model, was confronted with weakened consumer spending due to the coronavirus pandemic as well as increased competition from JD.com Inc. (JD.com) and other e-commerce entrants. To boost business growth and strengthen Alibaba’s leading position in China’s e-commerce market, Daniel ...Starting at €8.20