Publications

03 Mar 2003
Research & Ideas

The Basics of Consumer Marketing in Asia

important." Duan Yongping, the founder, Chairman and CEO of BBK Electronics Corp., a Chinese company that manufactures consumer electronics, also said that Chinese View Details

Keywords: by Julie Jette

02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

Original Article About fifteen years ago, an academic friend from France noticed the impact of Minitel on French consumer behavior. He noted that consumers were increasingly using the pathbreaking View Details

Keywords: by James Heskett

May 2017 (Revised March 2018)
Case

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details

November 1999 (Revised July 2000)
Case

Roly International: Consumer Licensed Products in China

In this case Roly International, the largest Disney apparel licensee in China, considers how to adapt their distribution channel strategy to the downturn in the Chinese market. View Details

Keywords: Emerging Markets; Distribution Channels; Brands and Branding; Apparel and Accessories Industry; China

25 May 2016
Research & Ideas

How Consumers and Businesses are Reshaping Public Health

private treatment that they and their families can afford. In poor countries, consumers are best advised to keep their own medical records since nothing approaching an electronic record-keeping system is... View Details

Keywords: by John A. Quelch; Health

May 2012 (Revised August 2012)
Case

Apple Inc. in 2012

By: David B. Yoffie and Penelope Rossano

On October 5, 2011, Steve Jobs tragically died of cancer. The recently retired CEO of Apple Inc. was a legend: he had changed Apple from a company near bankruptcy to one of the largest and most profitable companies in the world. Moreover, he had revolutionized several... View Details

Keywords: Competition; Market Positioning; Strategic Planning; Technology; Computer Industry; Strategy Implementation; Consumer Electronics; Telecommunications; Information Infrastructure; Innovation and Invention; Competitive Strategy; Leadership; Product Positioning; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

February 2008 (Revised December 2023)
Case

Digital Music: From MP3 to Streaming

By: Willy Shih

The emergence of the MP3 file-based music format not only disrupted the market for portable audio players, it also impacted the business models of major record labels. Modularity, and the commoditization spillover enabled by modularity in the personal computer... View Details

Keywords: Recording; Digital Devices; Digital Media; Digital Music; Digital; Digital Economics; Consumer Electronics; Customer Value and Value Chain; Disruptive Innovation; Technological Innovation; Information Technology; Electronics Industry; Electronics Industry; Electronics Industry; United States

2016
Report

How Do People Pay Rent?

By: David Hao Zhang

Households still pay rent primarily with paper methods, even though electronic methods are featured more prominently among high-income, high-education, and high-rent households. These patterns may be explained either by the lack of landlord acceptance of electronic... View Details

Keywords: Consumer Payments; Rent Payments; Money Order; Credit Card; Checks; Credit Cards; Online Technology; Consumer Behavior; Cash; Leasing

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November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Consumer Products Industry