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Preview: strategy+business: MARKETING & SALES

strategy+business: MARKETING, MEDIA & SALES

Insight into the most successful ways to build brands, employ advertising strategies, and increase revenues

Published: Mon, 23 Jan 2006 00:00:00 -0600

Last Build Date: Fri, 23 Feb 2018 13:24:54 -0600


The Legacy of IKEA Founder Ingvar Kamprad

Mon, 12 Feb 2018 00:00:00 -0600

He understood that everything a company sells -- and everything its customers do -- should contribute to the experience.(image)

Rewards Cards Test the Limits of Customer Loyalty

Thu, 25 Jan 2018 00:00:00 -0600

How I liberated myself from points and why it matters to your company.(image)

Can Craft Beer Continue to Tap into Growth?

Wed, 24 Jan 2018 00:00:00 -0600

After experiencing rapid growth for decades, the craft brewery industry is beginning to slow down. Amid saturation, the market is developing into a barbell shape, with smaller microbreweries and larger players on the periphery occupying stronger positions than midsized players at the center. Midsized brewers can pursue organic growth by develop new products or opening additional outlets. We expect deals -- mergers, acquisitions, and sales -- to become an appealing option for players in every segment of the market.(image)

A Guide to This Season's Consumers

Wed, 20 Dec 2017 00:00:00 -0600

In a complicated retail landscape, it is critical for retailers to understand what shoppers are thinking.(image)

Four Rules for Courting the 21st-Century Customer

Mon, 27 Nov 2017 00:00:00 -0600

In the era of social media and big data, maintaining consumer relationships is a lot trickier than it used to be.(image)

Best Business Books 2017: Marketing

Tue, 07 Nov 2017 00:00:00 -0600

Cathy Taylor reviews the best business books on marketing and sales of the year. Leading the pack is Superconsumers, by Eddie Yoon, a highly relatable book that describes how companies can thrive by identifying, catering to, and learning from their most committed and passionate customers. Joseph Turow's The Aisles Have Eyes takes a dim view of the potential uses of big data, analytics, and the Internet of Things to alter the way marketers relate to consumers. The main danger, as he sees it, is a world in which marketers discriminate among consumers on the basis of their resources, traits, and habits. And in Woo, Wow, and Win, Thomas Stewart and Patricia O'Connell describe how the discipline of service design can help companies figure out how to serve their customers more effectively.(image)

Movie Theatres Take Steps to Disrupt Themselves

Thu, 07 Sep 2017 00:00:00 -0500

To address slow growth, multiplexes are replacing humans with machines, and popcorn and soda with gourmet treats.(image)

How Amazon Fuels Deflation

Wed, 30 Aug 2017 00:00:00 -0500

While central banks puzzle about the lack of inflation, the e-commerce giant's swift move to slash prices at Whole Foods shows how business is keeping prices down.(image)

Uniqlo Addresses Retail Woes with High-Tech Vending Machines

Tue, 15 Aug 2017 00:00:00 -0500

A small but growing number of retailers and restaurants are experimenting with selling their wares through unstaffed kiosks, often linked to apps and e-payment systems.(image)

In High Spirits

Mon, 31 Jul 2017 00:00:00 -0500

The U.S. is witnessing a boom in craft distilleries. In response to changing consumer tastes, particularly those of millennials, and with the use of modern digital and social media tools, "artisanal" and "craft" gin, whiskey, vodka, and tequila startups are garnering significant market share -- and attracting the attention of large incumbents. Deal making is on the rise. Established players have to approach the craft boom with a realistic and accurate view of the market and its underlying consumer dynamics, a well-designed plan for growth and capability development, and an appreciation of how these upstart brands can fit into their broader portfolios.(image)

Finance and HR: The Executive Partnership That Transformed a Company

Mon, 24 Jul 2017 00:00:00 -0500

The relationship between a chief financial officer (CFO) and chief human resources officer (CHRO) can turn a company around. Between them, they control the major sources of capital available to a company: human, financial, and often information technology. One such collaboration took place at McGraw-Hill Companies starting in 2011, between CHRO John Berisford and CFO Jack Callahan. During the next six years, their partnership helped McGraw-Hill realize more than US$23 billion in value as the company dramatically reduced costs, divested its education business, and relaunched itself as a growth-oriented operating company called S&P Global. Here, in Callahan and Berisford's own words, is the story of those transformative years and the impact that two functional leaders can have when they deploy people and profits to optimize a company's value.(image)

Chipotle Takes Another Hit to Reputation, Stock Price

Fri, 21 Jul 2017 00:00:00 -0500

This month's closure of a burrito shop for possible norovirus shows how vulnerable a company's image is in the digital age.(image)

140 Characters Can Make or Break Your Brand

Thu, 20 Jul 2017 00:00:00 -0500

An informal social media style can backfire on an unknown company, but boost trust among a target audience that is familiar with the firm.(image)

A Strategist's Guide to the Digital Grocery

Mon, 10 Jul 2017 00:00:00 -0500

The shift to online shopping and in-store pickup for groceries -- led by Amazon and Walmart, heightened by Amazon's purchase of Whole Foods in 2017 -- represents an existential threat to many supermarkets and other food sellers. Most have responded by strengthening the periphery: prepared food, wine, artisanal cheese, locally baked bread, and organic produce. But that does not fully meet the challenge. To be successful, chain stores will need to rethink the digital grocery. One solution is a new twist on "plying their wares": using sophisticated information technology to manage pricing and marketing, and promoting products in line with in-depth customer insights in a way that helps to shape demand. Not every supermarket will survive; the winners will be those that rethink their supply chain in light of the new multichannel reality that is rapidly transforming the way people buy food and household goods.(image)

Three Promises Every Sales Team Needs to Make -- and Keep

Mon, 19 Jun 2017 00:00:00 -0500

The simplest way to reduce customer churn is to commit to and deliver real value.(image)

The Nine Traits of Highly Effective CMOs

Thu, 01 Jun 2017 00:00:00 -0500

Tips for long-term survival in what has become a short-term role.(image)

A Strategist's Guide to Artificial Intelligence

Wed, 10 May 2017 00:00:00 -0500

Artificial intelligence is creating new approaches to business models, operations, and the deployment of people that look likely to fundamentally affect a wide range of sectors. After all, if AI can transform an earthbound industry like agriculture through better understanding of soil and climate factors, what can't it touch? And how long will it be before your company is affected?(image)

How to Make Entertainment and Media Businesses "Fan"-tastic

Mon, 08 May 2017 00:00:00 -0500

Entertainment and media (E&M) offerings today simply cannot thrive without the economic, social, and emotional power of their fans. Premium content is expensive, and getting more so. Distribution is a brutal battle for shelf space. The steady march of digital technology has ushered in a direct-to-consumer environment. There is simply too much competition for users to allow E&M businesses to survive on experiences that disproportionately cater to casual "eyeballs" or infrequent users. But entertainment and media businesses designed around and for fans command multiple strategic advantages in today's hypercompetitive landscape. Such businesses know more about who their users are, what they want, and how and where to deliver it. Fans spend more per capita and are less likely to churn. "Super-serving" fans is the key to unlocking new opportunities for revenue expansion. Thus, creating fan-centric businesses must move to the top of senior management's agenda. These companies need capabilities that help them operate in new, more flexible ways across content, distribution, and user experience. E&M companies can become more fan-centric by focusing on five key functions: customer insight, development of content and experiences that "super-serve" fans, distribution of content to where fans reside, monetization, and operations.(image)

AI Is Already Entertaining You

Mon, 01 May 2017 00:00:00 -0500

How technology endowed with creative intelligence changes the way companies generate and distribute content.(image)

The Next Pop Superstar Just Might Be a Robot

Wed, 26 Apr 2017 00:00:00 -0500

"Today is the slowest rate of technological change you will ever experience in your lifetime," says Shelly Palmer. In this Thought Leader interview, one of the world's premier voices on digital technology in media and entertainment looks ahead to the decline of midsized companies, the evolution of data-driven decision making (and the general lack of skill at it), and the prospect of many jobs being lost to automation, except for the very top creative tier.(image)

Connecting the Dots from Brand to Demand

Wed, 19 Apr 2017 00:00:00 -0500

Companies need a more integrated view of what drives consumer choice -- one that isn't tied to one-dimensional demographics or a narrowly defined need. They have to combine a deep knowledge of who is shopping, when, where, and why, with an understanding of the emotional and functional benefits of their products. Making those connections reveals specific situations, or demand windows, in which consumers want or need to make a purchase. Companies need to identify those windows that are most promising for their brand, and then make changes to how they market and sell their current products, as well as develop new ones.(image)

When Robots Miss the Minutiae

Thu, 30 Mar 2017 00:00:00 -0500

As tasks such as ad placement are becoming automated, it's obvious that machines will need to make a huge leap to discern context.(image)

Strategy Talk: What's Wrong with Cross-Selling, Anyway?

Tue, 21 Mar 2017 00:00:00 -0500

Your strategy should turn customers into "cross-buyers" of your products and services.(image)

Two Simple Concepts for Satisfying Customers

Mon, 20 Mar 2017 00:00:00 -0500

Get to know your highest-volume customers, and fill the satisfaction gaps that they won't tell you about.(image)

Why Augmented Reality Will Be the Next Revolution in Retail

Mon, 27 Feb 2017 00:00:00 -0600

The Pokémon Go fad was the first legitimate case study in mass-scale augmented reality (AR). Brands, retail stores, and marketers quickly realized the opportunity inherent in the success of Pokémon Go. It doesn't require a big leap of faith to imagine people chasing expiring deals and coupons, trading and buying goods in the virtual world with virtual currencies, watching digital billboards, and interacting with brands. In fact, AR may offer physical retailers a competitive advantage against brick-and-mortar competitors. Companies are experimenting on a range of independent platforms, trying to understand their audiences and grasp how their brands fit in this new environment. Once the medium matures, in four to five years, AR will become table stakes for retailers and brand marketers, and companies will have to figure out how they can curate bespoke content and create unique experiences in this new medium. It is clear that companies must use AR to lead customers through four stages: creating awareness, growing engagement, converting customers at key decision and purchase points, and building enduring loyalty.(image)

Turn a Growth Bump into a Boon

Thu, 23 Feb 2017 00:00:00 -0600

Traditional marketing tends toward rigidity and long-range planning, but firms must break out of this framework to exploit unexpected, one-off events.(image)

Can Radio Survive in the Era of Self-Driving Cars?

Tue, 21 Feb 2017 00:00:00 -0600

The rise of autonomous vehicle technology is likely to pose a significant challenge to the radio business. With their newfound freedom from driving, passengers may forgo radio for more immersive experiences: watching video or virtual reality content, or working on laptops, or playing games on phones. But while self-driving cars post a threat to radio companies, they should be a catalyst for making a necessary pivot: to become entertainment businesses that operate across a wide array of delivery channels. Among the responses radio companies could pursue are: targeting emerging markets, fighting back against streamers by curating their own playlists, and doubling down on the ability to deliver local advertising with local content.(image)

The Digital Marketing Value Loop

Mon, 20 Feb 2017 00:00:00 -0600

Social media platforms and other new digital tools have given marketers access to an unprecedented amount of data about their customers. In this s+b Young Profs interview, INSEAD professor David Dubois explains how companies can put that data to use by integrating consumer insights, comments, and criticisms into their products and services.(image)

Ralph Lauren's Short-Lived Outsider CEO

Fri, 03 Feb 2017 00:00:00 -0600

Leaders who come in with a mandate for driving change often run into obstacles.(image)

Doing the Super Bowl Ad Math

Wed, 01 Feb 2017 00:00:00 -0600

Popular commercials aired during the big game can drive up a firm's stock price, but only if the brand is relatively unknown or has a flagging reputation.(image)