Harvard Business Review

AUGUST 20, 2012

Consumer packaged goods manufacturers are monitoring social media to get real-time information on their customers' perceptions and share it with brand managers. Embrace Industry Disruption. Business model innovation — often enabled by new technology platforms — isn't new. Knit Your Network Together.

Business Model 15

Business Model Process Innovation Media 15

Harvard Business Review

OCTOBER 26, 2017

A job opening catches your attention but the required experience is only eight years — and you’ve been in the industry for 15. You may be switching industries , or trying to get into a particular company. ” When Lauren went in for the interview, the hiring manager was blunt. Should you still apply?

How To 13

How To Long-term Marketing Case Study 13

Harvard Business Review

MARCH 14, 2014

Food fads develop quickly in today’s marketplace. Amid this changing environment, you’ll find rows and rows of marketing teams at the Mid-Western headquarters of America’s largest food companies — in no industry does marketing appear to play a more prominent role. Put the product ahead of the brand. Kale, quinoa, or chia anyone?

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8

Harvard Business Review

FEBRUARY 16, 2011

And there were turnaround stars like Ford's Alan Mulally and industry superstars such as Amazon.com's Jeff Bezos. They not only grow their current business but simultaneously develop the next one that, ultimately, will enable a graceful transition from the first. Yes, there were wunderkind founder-CEOs like Facebook's Mark Zuckerberg.

Parcell 11

Parcell CEO Airlines Trends 11

Harvard Business Review

MARCH 10, 2011

As more is communicated, more emotions shared, more passions pursued in this much more vivid medium, we're likely to see stronger bonds between brands, consumers, networks and causes. More natural, richer forms of communication will demand more of what the smarter brand managers are already doing: letting go. We make platforms.

Brand 14

Brand Video Technology Tools 14

Harvard Business Review

JULY 9, 2013

Some companies now actively involve stars in their product development process and other aspects of their businesses. Undoubtedly, some of these relationships are simply glorified brand endorsements and can be classified as CDINO (Creative Director In Name Only), but some celebrities are having a bona fide impact on companies.

Creativity 8

Creativity Brand Advertising Video 8

Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. To see how the bad guys operate, we follow the money trail.

CPM 8

CPM Advertising Marketing Supply Chain 8