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Platforms rely on the active participation of different kinds of users, each of which must benefit from its participation. With …
Something for Everyone: Shopping through Facebook Shops
08 Wednesday Jul 2020
Nura: The Earphones that Sound Great to You, Because They’re Tailored to Your Ear
03 Friday Jul 2020
Posted in Chapter 12: Developing New Products
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Using a novel technology that monitors the acoustic emissions that people’s ears produce as they listen, Nura headphones and earphones …
Chex Quest Returns! Bringing a Nostalgic Branded Game into Today
01 Wednesday Jul 2020
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Let’s take a trip to the ancient past—the 1990s, if you will. In that decade, breakfast consumers digging through their …
Rainbow Washing or a Sincere Effort: A Temporary Packaging Redesign by Skittles
29 Monday Jun 2020
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With the memorable assertion that “Only one rainbow matters during Pride,” the Skittles brand plans to introduce packaging that eliminates …
A Direct Link to Snacks: PepsiCo’s PantryShop.com and Snacks.com Experiment
26 Friday Jun 2020
Posted in Chapter 16: Supply Chain Management
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For shoppers in the coronavirus era who would prefer to avoid grocery stores altogether or, if they must go, want …
When a Differentiation Advantage Becomes a Supply Detriment: Wendy’s Limited Fresh Beef Supplies
23 Tuesday Jun 2020
Posted in Chapter 16: Supply Chain Management
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As a key distinction for its offerings, Wendy’s has always highlighted its use of fresh beef in its burgers, comparing …
Expanding the Product Line, Condensing Store Fronts: The Gap Brands’ Plan
18 Thursday Jun 2020
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In a recent regulatory filing, Gap Inc.—the parent company of not just the Gap but also Banana Republic, Old Navy, …
How to Advertise During a Pandemic: IKEA Offers Building Instructions for Forts at Home
15 Monday Jun 2020
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For marketers, COVID-19 creates a unique challenge, in that they cannot appear to be exploiting the situation, and they also …
New Concert Streaming and Sponsoring Opportunities: The Example of BeApp and Coke
11 Thursday Jun 2020
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When concerts, among other large gatherings, became impossible due to COVID-19, consumers still sought entertainment and a means to connect …
A Radical Pricing Departure by Apple that Represents Its Adherence to the Same Strategy
09 Tuesday Jun 2020
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As a brand, Apple is innovative, creative, and cutting-edge. It is not cheap. For virtually all of its history, the …
