It was hard to miss the story of Mylan’s pricing of the EpiPen as it played across the business news cycle for a couple of weeks in…
As you know from chapter 9, identifying and developing new-product ideas — and effective strategies to go with them — can be key to a…
Marketing practices — and laws that govern those practices — are always changing. Chapter 8 discusses food product labels. Recently the Food and Drug Administration…
IKEA is one of the most successful and interesting companies of our day. IKEA is a case study we use to open our chapter on cross-functional…
The driverless car is a reality. This video might be fun to drop into a lecture on the external market environment — to stimulate a…
This article, “How Japanese Marketing Secrets Sparked The American Ramen Revolution” (Fast Company, February 23, 2015) describes how ramen has become the latest hot cuisine. And…
The razor/blade business model has powered many profitable companies — from Gillette to Kodak to HP — all have taken little to no profit on…
Many of the most creative campaigns are for consumer brands — so I really enjoy seeing a B2B brand do something creative. Caterpillar (the high…