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A Better Strategy for Location-Based Advertising
Competitive strategy Digital ArticleNew research finds that ad effectiveness depends on more than just how close a consumer is to your store—it matters how close they are to your rival. -
AI Is Upending Marketing on Two Fronts
Sales and marketing Digital ArticleIt’s transforming how consumers both find and buy products. Companies need to catch up. -
The Risks of Prioritizing Short-Term Revenue Over Customer Fit
Scaling entrepreneurial ventures Digital ArticleDon’t let “sales debt” hold your company back. -
4 Ways to Build Durable Relationships with Your Most Important Customers
Sales team management Digital ArticleYour strategic accounts are more than just big sales. -
The AI Tools That Are Transforming Market Research
Marketing Digital ArticleEight ways to experiment with “synthetic personas” and “digital twins.” -
The 3 Types of Customers Who Buy Smart Products—and How to Market to Them
Customer experience Digital ArticleSelling to comfort-seekers, purpose-seekers, and efficiency-seekers. -
The Importance of Trust and Transparency in Retail Media Networks
Advertising Digital ArticleRetailers built their RMNs on supplier dollars. Now they must earn them. -
A Good Rivalry Can Elevate Your Brand
Brand management Digital ArticleNew research shows when to mention a direct competitor in your marketing—and when to avoid it. -
When Omnichannel Retailers Don’t Deliver What Customers Ordered
Customer service Digital ArticleUnfulfilled orders lead to long-lasting consequences, from frustrated shoppers to lower future revenue. -
Attract New Customers Without Alienating Your Old Ones
Customer strategy Magazine ArticleUse this framework to mitigate the risks. -
Forget What You Know About Search. Optimize Your Brand for LLMs.
Brand management Digital ArticleHow to sell your product when generative AI becomes the consumer. -
How One Company Used AI to Broaden Its Customer Base
Sales Digital ArticleLessons from SAP’s efforts to reach small- and medium-sized enterprises. -
Research: How “Buy Now, Pay Later” Is Changing Consumer Spending
Marketing Digital ArticleA study of 275,000 customers found that the option to pay in installments increased revenue — but was used most by financially constrained shoppers. -
Why Has the EV Market Stalled?
Marketing Digital ArticleIf automakers want to boost sales, they must cater to a different set of interests and concerns. -
The Future of Marketing Is Intergenerational
Sales and marketing Digital ArticleOlder consumers can’t just be an afterthought for brands — but that doesn’t mean just shifting the focus from one generation to another. -
Using AI to Adjust Your Marketing and Sales in a Volatile World
Strategy Digital ArticleFast-acting firms are deploying the technology to predict outcomes at various stages of the customer journey. -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
When — and How — to Build Hurdles into a Loyalty Program
Customer strategy Digital ArticlePoorly designed programs can frustrate customers. But the right constraints can actually help them get more value from their membership. -
How to Choose the Right Ecosystem Partners for Your Business
Business models Digital ArticleAs digital technologies revolutionize how we do business, companies increasingly compete through ecosystems in which they partner with a variety of other... -
Finding Middle Ground
Labor Magazine ArticleNew takes on the class divide, from "Bridging the Divide: Working-Class Culture in a Middle-Class Society," by Jack Metzgar; "Fight Like Hell: The Untold...
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Clean Winners: Sustainability Strategy That Puts Customers First
Climate change Book35.00View Details Despite massive investments, sustainable business still isn't very profitable for most companies. Here's a fresh approach for resetting sustainability... -
Dexter: Sustaining Momentum After a Breakout
Growth strategy Case Study11.95View Details Since 2019, many emerging consumer brands in China have achieved rapid early growth by capitalizing on readily available, low-cost online consumer traffic... -
Sehat Kahani: Digital Health Transformation in Pakistan
Digital transformation Case Study11.95View Details Sehat Kahani's evolution into a transformative venture in Pakistan's digital health sector illustrates a strategic response to health system challenges,... -
Headphone Zone: Building A Premium Online Retail Brand In India Through Relationship Marketing
Brand management Case Study11.95View Details Set in 2025, this case traces how Headphone Zone, an India-based start-up, evolved into a leading online destination for premium headphones, earphones,... -
Quano Technologies: Pricing a Niche Product in a Niche Market
Entrepreneurs and founders Case Study11.95View Details Quano Technologies Limited (Quano) was a newcomer in the niche market of nanopositioning stages-a vital component of high-tech microscopy with applications... -
A Booming Opportunity: The Untapped Commercial Potential of Older Consumers
Market segmentation Case Study8.95View Details This note explores the substantial yet underexploited commercial potential of older consumers-a rapidly expanding demographic with increasing economic... -
Keroche (G): A Test of Resilience
Business history Case Study5.00View Details This case reviews Keroche Breweries from 2019-2025, a period defined by tax disputes with the Kenya Revenue Authority, a legal case with EABL, the operational... -
Cloudphysician: Evolving a Winning Go-To-Market Strategy
Market segmentation Case Study11.95View Details The case is set in 2022 and discusses the challenges of crafting an effective Go-To-Market (GTM) strategy for Cloudphysician (CP). CP is an artificial... -
Hyperlocal Marketing Strategy to Tackle the Storm in Tata's Teacup!
Customer-centricity Case Study11.95View Details Tata Tea Premium, the flagship brand of Tata Consumer Products Limited, faced mounting challenges from aggressive regional competitors offering localized... -
The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things
Advertising Book32.00View Details Porsches for soccer moms? Finance bros in Patagonia? Drive-through Starbucks? What happens when your growth strategy creates conflict between customers?... -
Capel: At a Crossroads
Consumer behavior Case Study11.95View Details Cooperativa Agrícola Pisquera Elqui Limitada (Capel) produced Pisco Capel, Chile's leading pisco brand, but sales of the product were declining. By 2022,... -
PINC's Dilemma: Identifying the White Space
Entrepreneurship Case Study11.95View Details PINC Solutions Corporation, a venture-backed startup, faced a critical decision about its strategy as the team explored four potential markets it could... -
Orange Dental: Making Dental Visits Enjoyable for Children
Entrepreneurship Case Study11.95View Details Founded in 2015, Orange Dental initially targeted middle-class adults with its first clinic in Tianjin but struggled to differentiate itself in a competitive... -
Mayflower Restaurants: Effective Service Delivery and Customer Engagement
Business models Case Study11.95View Details The Mayflower Café and Restaurant (Mayflower), established in 2018 in Chennai, India, grew rapidly under the leadership of chief executive officer Tejasvi... -
Unigreen Eats: Sparking a Sustainable Food Revolution on Campus
Consumer behavior Case Study11.95View Details UniGreen Eats is a student-led society dedicated to promoting sustainable diets at The Hong Kong University of Science and Technology, a public university... -
How to Advertise a Crusade Against Smartphones: Light Phone's Minimalist and Community-based Approach
Growth strategy Case Study11.95View Details In 2015, Kaiwei "Kai" Tang and Joe Hollier co-founded The Light Phone (TLP), a startup with a mission to create a minimalist, distraction-free phone designed... -
InsideIIM: Building and Extending a Brand
Brand management Case Study11.95View Details Ankit Doshi, founder and chief executive officer of InsideIIM, hoped to expand the InsideIIM brand beyond its established presence in the Indian master... -
Managing Complexity at mymuesli
Market segmentation Case Study11.95View Details In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to... -
Patel Brothers: The Legacy and Challenges of a 50-Year-Old Retail Brand Serving the Indian Diaspora in the US
Customer experience Case Study11.95View Details Set in 2024, the case features Patel Brothers Group (PBG), a US-based Indian grocery retailer and distributor. PBG, a family-run enterprise, comprises... -
The Young Studio: Learning the Language of Marketing
Market segmentation Case Study11.95View Details The Young Studio Expression Arts (TYS) was a tutoring business based in Dubai, United Arab Emirates. Founded in 2020 by a former school teacher, TYS had...
