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The Commissioner of the WNBA on Transforming the League Ahead of a Breakout Season
Strategien Magazine ArticlePrioritizing players and digital infrastructure led viewership to nearly triple. -
Research: How Retailers Respond When Brands Start Selling Direct
Vertrieb und Marketing Digital ArticleAnd how suppliers can maintain crucial relationships when pursuing new channels. -
AI Agents Are Changing How People Shop. Here’s What That Means for Brands.
Generative AI Digital ArticleWhat retail companies need to know about AI agent optimization. -
The CEO of e.l.f. Beauty on Maintaining a Startup Culture While Scaling
Startups Magazine ArticleAlignment on mission and values, commitment to collaborative candor, and emphasis on employee share ownership has allowed the cosmetics company to thrive. -
6 Lessons from Companies That Shut Down Their Business in Russia
Crisis management Digital ArticleHow leaders made business-altering decisions while navigating pressures from social media, employees, customers, politicians, and the stock market. -
Taylor Swift and the Strategic Genius of the Eras Tour
Strategy Digital ArticleThe highest-grossing tour in music history is a case study in how a legacy act can navigate the modern attention economy. -
How Global Companies Can Succeed in China’s Competitive EV Market
Management Digital ArticleAutomakers must forge strategic partnerships, invest in local R&D, and cultivate a brand identity that resonates with Chinese consumers. -
Research: For Influencers, Showing Your Inner Circle Can Boost Engagement
Brand management Digital ArticleObservations from three experiments and a review of more than 55,000 Instagram posts. -
Make Your Marketing a Force for Good
Brand management Digital ArticleA four-part framework for campaigns that improve the world — and win over customers in the process. -
Making Omnichannel Work for Luxury Retail
Sales and marketing Digital ArticleFive ways brands can bring a high-touch approach to multiple distribution channels. -
How AI Can Power Brand Management
Technology and analytics Magazine ArticleIt can automate creative tasks and improve the customer experience. -
Research: What Happens When Influencers Turn Off Comments
Social marketing Digital ArticleSeven studies examined the effects on their personal brands and product endorsements. -
How to Get the Most Out of Your Relationship with a Career Sponsor
Motivating people Digital ArticleThese four strategies can help. -
The New Rules of Marketing Across Channels
AI and machine learning Digital ArticleStrategies for navigating a new kind of communication landscape: the “echoverse.” -
Reinventing the Core Value Statement
Brand management Digital ArticleWhy companies are shifting towards more resonant expressions of their animating principles. -
Inside the Success of South Korean Brands
Brand management Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
Seasonal Businesses Can Stay Profitable in the Off-Season. Here’s How.
Business management Digital ArticleTo find year-round success, forge genuine connections, offer impeccable customer service, and discover hidden opportunities. -
How Marketers Can Adapt to LLM-Powered Search
AI and machine learning Digital ArticleWith the addition of AI-generated overviews, Google, Perplexity, OpenAI and other search engines are changing how consumers find information. -
Why the Influencer Industry Needs Guardrails
Marketing SpotlightAnd how to professionalize a maturing practice -
What Makes a Successful Celebrity Brand?
Marketing SpotlightStars are using their influencer status to launch their own products and capture more profits for themselves.
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Like: The Button That Changed the World
Management Book32.00View Details A riveting, insider's look at the creation and evolution of the like button and what it reveals about innovation, business, and culture--and its profound... -
Alain Passard: The Fire Whisperer
Management Case Study11.95View Details What is the secret sauce that has powered chef Alain Passard's uninterrupted success for the last 35 years on the global stage and retained three Michelin... -
Ēvolvō: The Marketing Mix to Scale a Fitness Business
Management Case Study11.95View Details In early 2020, Daniela Suarez, a dynamic fitness entrepreneur, opened a successful studio in downtown Montreal, earning a loyal clientele with her energy... -
Demond Martin and WellWithAll
Management Case Study11.95View Details This case study chronicles into the transformative entrepreneurial path of Demond Martin, co-founder and CEO of WellWithAll, a health and wellness startup.... -
Zensar Technologies: From Living Digital to Living AI
Management Case Study11.95View Details In 2016, Sandeep Kishore took the helm at Zensar, a mid-size Indian software and services company with global presence, as CEO. He spearheaded a transformative... -
Personalized: Customer Strategy in the Age of AI
Management Book32.00View Details In a world where consumers expect more--instantly and seamlessly--personalization is a strategic imperative. Consumers want personalized experiences,... -
Tims China: Brand Positioning in China
Management Case Study11.95View Details Despite Tims China already operating more than 800 stores, the coffee company was still at a disadvantage in terms of store numbers. An urgent issue that... -
AI and Brand Management: Promises and Perils
Management Case Study11.95View Details As AI gains traction across industries, companies anticipate that AI will revolutionize both backend processes and customer-facing interactions-with brands... -
Proklean: Challenge to Expand in the B2C Market
Management Case Study11.95View Details In January 2024, a co-founder of Proklean Technologies Private Limited (Proklean) met with two other top company leaders to discuss the company's performance... -
Using AI to Assess Creative Concepts (HANDOUT 2)
Management Case Study5.00View Details In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum,... -
How Oatly Tapped into the Chinese Market by Promoting Green Diets?
Management Case Study11.95View Details This case study introduces how Oatly, a Swedish oat-based food producer, made inroads into the Chinese market and established its brand by prioritizing... -
Using AI to Assess Creative Concepts (HANDOUT 1)
Management Case Study5.00View Details In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum,... -
Using AI to Assess Creative Concepts
Management Case Study11.95View Details In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum,... -
Rebranding the Tepper School of Business (A)
Management Case Study11.95View Details The (A) case outlines the process leading to the rebranding of the Tepper School of Business (the Tepper School) at Carnegie Mellon University (CMU).... -
Rebranding the Tepper School of Business (B): "The Intelligent Future"
Management Case Study5.00View Details This is the B-case for product W37078. Lynda Oliver and her team at the Tepper School of Business at Carnegie Mellon University developed the new slogan,... -
Aritzia: Beneath the Seams of a Reputation Rebuild
Management Case Study11.95View Details Aritzia Inc., a prominent figure in the fashion retail sector, cultivated a reputation for its stylish designs and boutique atmosphere, attracting both... -
Ferrari's Lifestyle Gambit: Balancing Exclusivity and Accessibility
Management Case Study11.95View Details Benedetto Vigna, Ferrari's CEO, was thinking about the company's February 2022 debut of its ready-to-wear collection at Milan Fashion Week. Since being... -
SuperMonkey: A Pay-Per-Session Gym
Management Case Study11.95View Details Founded in 2014, SuperMonkey is an innovative gym brand that has disrupted the traditional gym membership model with its "pay-per-session, no annual memberships;... -
Metub: Scaling Influence beyond Vietnam
Management Case Study11.95View Details Founded in 2014, Metub was a leading video and talent network in Vietnam. It managed over 3,000 channels on YouTube and more than 3,000 content creators.... -
Lipton Ice Tea Goes Global: The Eastern European Challenge (Part B - Brand Management)
Management Case Study5.00View Details This is part of a case series. The case describes the rollout of Lipton Ice Tea across Europe in the late 1990s to early 2000s, a brand variant identified...
