What’s Now? Chapter 10 – Changes coming to movie distribution
The What’s Next? box in chapter 10, “Bits and bytes need distribution, too” describes how digital products require many of the same regrouping activities as physical goods….
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What’s Now? Chapter 9 – New Product Planning at Gatorade
As you know from chapter 9, identifying and developing new-product ideas — and effective strategies to go with them — can be key to a…
- Chapter 08 | Legal | Product | What's Now?
What’s Now? Chapter 8 – Changes to the Nutrition Facts Label
Marketing practices — and laws that govern those practices — are always changing. Chapter 8 discusses food product labels. Recently the Food and Drug Administration…
What’s Now? Chapter 7 – Google Uses A/B Testing to Compare Ad Length
One example of the experimental method discussed in chapter 7 is an A/B test. You can read about a real-life example of this in “Google…
- B2B | Chapter 06 | What's Now?
What’s Now? Chapter 6 – Do B2B Sellers Understand How Purchasing Agents Shop?
As we know from chapter 6, organizational customers are different as compared to consumers. The chapter notes that “most purchasing managers start with an Internet…
What’s Now? Chapter 5 – Millennials Consume Health Care Services Different from Previous Generations
According to “Here’s how millennials could change health care” (USA Today, February 7, 2016) the health care needs of millennials differ from those of the…
What’s Now? Chapter 4 – Luxury Goods and Service Providers Target the Wealthiest
Demographic data supports the notion that the rich keep getting richer; the top 1% of American households controlling more than 40% of the country’s wealth….
What’s Now? Chapter 3 – BMW Faces the Future of the Driverless Car
The future of the automobile industry, while still blurry, is beginning to come into focus. Experts agree that self-driving cars are the future. But will…
What’s Now? Chapter 2 – Hungry Harvest Tackles Food Waste and Hunger
The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some…