Harvard Business Review
OCTOBER 24, 2017
These have forced AirBnB, Tesla, and Uber to make costly concessions to their operating practices or to exit certain markets altogether. In early 2015 the government announced its intention to auction 450 beer licenses to grocery stores, citing Ontarian’s demands as the motivating factor. In the U.S.,
Harvard Business Review
AUGUST 12, 2016
One temptation for underdogs is to imitate the market leader; another is to avoid mentioning them altogether. But marketing research suggests that openly acknowledging the top dog’s competitive threat can build brand support for the underdog — enhancing word of mouth and increasing sales while reducing support for the top dog.
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Harvard Business Review
JUNE 22, 2016
Mintel’s 2015 American Lifestyles report projects that vacations, dining out, and other experiential categories will drive the growth in total consumer spending. Customers no longer want anything that is mass-marketed. Customers are thrilled by the prices it offers given the quality of its merchandise.
Harvard Business Review
JANUARY 28, 2013
The latter promptly announced plans to launch a third trilogy of Star Wars films in 2015, a move that will keep the brand alive and serve as a platform for selling products to a new generation of fans. Tapping the market for childhood nostalgia, he once sold a group of 15 action figures still in their original packaging for more than $3,000.
Harvard Business Review
MARCH 31, 2016
” Our marketing team thus understood that trying to target a monolithic “ideal millennial” shopper exclusively would alienate a large portion of our loyal fans and inevitably miss the mark. Like many brands, Lilly Pulitzer wanted to better understand millennial shoppers.
Harvard Business Review
SEPTEMBER 4, 2015
This would mean, for example, working in R&D to lead pharma innovation, new product development for high tech, and product design or merchandising for fashion retail. And these often have to be significantly better than what’s on the market (in other words, breakthroughs) due to the high cost of R&D. tax jurisdiction.
Harvard Business Review
DECEMBER 18, 2017
In the age before the digital revolution, marketers used to tell customers about a product and then work through a traditional step-by-step purchase funnel. In 2015, Real Madrid had a lofty goal in mind: to thrill its supporters by allowing them to participate in unbelievable experiences. ” Read More from Microsoft.
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