How has Sketchers—the little brand with the cool logo—posted such massive recent growth, such that it is striking fear in …
Growing By Leaps, Bounds, Jumps, and Runs: How Sketchers Is Dominating the Sneaker Market
28 Thursday Jan 2016
Adidas’s Two-Pronged Approach: High-Tech Innovation and High-Fashion Yeezy
26 Tuesday Jan 2016
Tags
For most of its history, adidas has relied on its innovative and technical capabilities. That is, its distinctive claim has …
Shorts or Sweats, Tanks or Hoodies: Using a Weather App to Decide Which Nike Gear to Choose
22 Friday Jan 2016
You get up in the morning, gearing up in your mind for a good run to start your day. But …
Landing an Endorsement Contract on Empire: Fiction, Reality, and Pepsi
19 Tuesday Jan 2016
Product placements in popular films and television shows are a well-proven and relatively effective marketing tactic. But when it comes …
Small Coke Cans: Are Consumers Paying More for Less, or Are They Just Paying to Get What They Want?
14 Thursday Jan 2016
When Coca-Cola checked its sales data recently, it found consistently over the past few quarters that sales of smaller containers, …
The Premium Soda Market, As Interpreted and Targeted by Pepsi
11 Monday Jan 2016
Posted in Chapter 12: Developing New Products
With the assertion that, despite some sales declines, people still love their carbonated beverages—whether they call them sodas, colas, pop, …
Buying Luxury Perfume in Low Price Channels: Who Wins, and Who Loses?
07 Thursday Jan 2016
Posted in Chapter 16: Supply Chain Management
For many consumers who would never support illegal counterfeiting or unethical black markets, finding a great deal on a high-end …
Google Search Insights: A New Source of Data
05 Tuesday Jan 2016
Posted in Chapter 10: Marketing Research
To help retailers determine which products consumers are most interested in at that particular moment and in a specific location, …
If We Go Grab a Bite, Can We Still Pay the Rent? The Pricing and Appeal of Truly Exclusive Restaurants
07 Monday Dec 2015
Tags
The restaurant industry offers a wide range of pricing options. Diners can grab a meal for $5 or so at …
Who Are the “Becomers”? Disney Knows, and It Is Gearing Up to Appeal to this Latest Generational Cohort
03 Thursday Dec 2015
The president of the ABC Family television network summed up a recent epiphany about the Millennial generation, that popular target …