Chapter 04

Fast Food’s Value Dilemma: Losing the Core Customer in the Pricing Battle
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Fast Food’s Value Dilemma: Losing the Core Customer in the Pricing Battle

Most of our students can relate to the fast food market–and some of the pricing and value issues these businesses are facing. This article from…

Luxury in the Age of Accessibility: Lessons on Modern Marketing from Birkin and Wirkin
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Luxury in the Age of Accessibility: Lessons on Modern Marketing from Birkin and Wirkin

The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…