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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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  • 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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  • 09 Dec 2013

Marketing & CPG Prospective Student Webinar

This online information session will highlight the resources available to students coming from or who are interested in pursuing a career in marketing or in consumer packaged goods (CPG). There will be a... View Details
  • 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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  • 06 Apr 2007
  • What Do You Think?

Will Market Forces Stop Global Warming?

involvement, and commented on the role of market forces. A number of you expressed the hope that the private sector can provide adequate response to a problem that is either real or increasingly perceived to be so. Commenting that... View Details
Keywords: by Jim Heskett; Energy; Utilities
  • 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
  • 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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  • 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
  • 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 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
Related
  • 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
  • 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
  • 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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  • 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
Related
  • 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
  • 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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  • 14 Nov 2016
  • Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

If marketing is a profession, and I hope it is, then I suggest there are five rules that marketers should not follow in the interests of self-respect and respect for the profession. It pays to pander. No it... View Details
Keywords: by John A. Deighton
  • Research Summary

"Pricing Practices and Market Power in International Cellular Telephone Markets" (with Dana Nunn)

As the cellular telephone market continues to grow throughout the globe, countries must determine how to best promote market growth and innovation while protecting consumers and ensuring competitive rates. The conventional wisdom has been that introducing competition... View Details
  • Fast Answer

Stock Pitching: company, industry and market research

Consumer market studies by Mintel analysts.

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  • Fast Answer

Market trends, opportunities in advanced technology fields

Where to begin when looking for market trends, opportunities, leading players in certain technology fields? You may begin with the following:  BCC Research - Reports on major economic, scientific, and technological developments... View Details