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  • 06 Apr 2007
  • What Do You Think?

Will Market Forces Stop Global Warming?

Summing Up Debate on this month's questions occurred on at least three levels. Is global warming occurring? Do humans (primarily through CO2 emissions) have much to do with it? Should we rely on market forces to provide appropriate responses, or will this require... View Details
Keywords: by Jim Heskett; Energy; Utilities
  • June 2016
  • Case

Macy's Reinvents Its Millennial Business

By: Boris Groysberg and Sarah L. Abbott
Molly Langenstein, Macy’s executive vice president for fashion and new business development, and members of Macy’s senior team were rethinking the company’s approach to serving millennial customers, customers born between the years of 1980 and 2000. To tackle this... View Details
Keywords: Marketing; Marketing Strategy; Age; Organizational Structure; Organizational Culture; Business Processes; Fashion Industry; Retail Industry
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  • April 1993
  • Teaching Note

Becton Dickinson Division: Marketing Organization TN

By: Frank V. Cespedes
Teaching Note for (9-593-070). View Details
Keywords: Consumer Products Industry; Consumer Products Industry
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  • December 2004 (Revised February 2005)
  • Case

Exporting Spanish Olive Oil to the U.S. Market

By: Ray A. Goldberg, Hal Hogan and Miguel Angel Llano Irusta
Spain is the largest olive oil producer, yet it sells much of its product to Italy, where it is repackaged as Italian olive oil. The decision maker in the case wants to develop Spain as the olive oil leader not just in production but in quality and value added. He... View Details
Keywords: Plant-Based Agribusiness; Trade; Goods and Commodities; Demand and Consumers; Supply and Industry; Brands and Branding; Decisions; Customization and Personalization; Product Design; Product Development; Marketing Strategy; Product Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Spain; United States; Italy
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  • April 2011
  • Case

Designs by Kate: The Power of Direct Sales

By: John A. Deighton and Sarah Abbott
The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry
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  • winter 2001
  • Article

Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
Keywords: Customers; Perception; Advertising
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  • Fast Answer

Music & Activism: Market Research Resources

Where can I find information to help me with my course work? Where can I find market research reports on target demographic groups? Mintel Reports on consumer attitudes toward industries by generation.
Passport Global... View Details
  • 05 Jul 2006
  • Working Paper Summaries

A Survey-Based Procedure for Measuring Uncertainty or Heterogeneous Preferences in Markets

Keywords: by Pai-Ling Yin; Technology; Web Services
  • September 2006 (Revised June 2007)
  • Teaching Note

Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer (TN)

By: V. Kasturi Rangan
Keywords: Marketing; India
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  • Research Summary

Investment and marketing strategies of American multinationals in Argentina (1890c-1939)

Andrea Lluch is undertaking a major research project on American business expansion in Argentina up to the beginning of World War II. The first part of the project focuses on the American companies investment strategies. The second part analyses of the evolution of... View Details
  • Web

Marketing Awards & Honors - Faculty & Research

Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” 2020 Eva Ascarza : Selected as a Marketing Science Institute Scholar in 2020. Jill J. Avery : Winner of the 2020 Case Centre Award in the View Details
  • January 2019
  • Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America; Italy
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  • October 2000 (Revised August 2001)
  • Teaching Note

Alloy.com: Marketing to Generation Y TN

By: John A. Deighton
Teaching Note for (9-500-048). View Details
Keywords: Consumer Products Industry; Consumer Products Industry
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  • Web

National Markets - The Art of American Advertising

Art of “Posting” Brand Name Management A Marketing Revolution “The dramatic expansions in population, wealth, income, and territory that characterized the United States in the nineteenth century paralleled equally dramatic expansions in... View Details
  • May 2009 (Revised December 2009)
  • Teaching Note

Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)

By: John A. Quelch and Heather Beckham
Teaching Note to Briefcase 4128 View Details
Keywords: Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Marketing Channels; Mathematical Methods; Advertising; Budgets and Budgeting; Product Marketing; Communication Strategy
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  • April 2011
  • Supplement

Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)

By: John A. Deighton and Sarah Abbott
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Sales
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  • July–August 2015
  • Article

Engineering Reverse Innovations: Principles for Creating Successful Products for Emerging Markets

By: Amos Winter and Vijay Govindarajan
Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income countries and then adapted into disruptive offerings for developed economies. But only a handful of companies have managed to do... View Details
Keywords: Innovation Strategy; Emerging Markets
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  • Fast Answer

Stock Pitching: company, industry and market research

Consumer market studies by Mintel analysts.

View Details

  • April 12, 2023
  • Article

Using AI to Adjust Your Marketing and Sales in a Volatile World

By: Das Narayandas and Arijit Sengupta
Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer... View Details
Keywords: Forecasting and Prediction; AI and Machine Learning; Consumer Behavior; Technology Adoption; Competitive Advantage
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  • 01 Dec 2010
  • News

Money and Markets Dominate New Course Offerings

business or investing in emerging markets. New half-courses The Art of Marketing Science is intended for students interested in gaining a deeper understanding of consumer behavior and, most importantly,... View Details
Keywords: curriculum