02-big-data-and-analytics-500

Winter 2003
Volume 44, Issue # 2

advertisement

advertisement

advertisement

013-Marketing-500

Understanding and Managing the Brand Space

  • Research Feature
  • Read Time: 19 min 

Brand management has evolved from a dialogue between manufacturers and customers into a multilogue with a host of parties. To that end, the authors have developed a theoretical framework that helps companies to better manage brands, proposing the concept of a brand space, based on whether the brand has become independent from its associated product and whether the brand focuses more on the meaning of a product or its functionality.

010-Operations-500

Exploring Scale: The Advantages of Thinking Small

  • Research Feature
  • Read Time: 24 min 

Sometimes large-scale operational efficiencies can mask opportunities. In their research, the authors found that small-scale operations provide significant advantages in four areas. Using case studies, the authors illustrate how companies in a wide variety of industries have found the hidden benefits of small-scale approaches, concluding that executives who learn when it is better to think small can have a potentially huge impact on their companies‘ long-term success.

06-Technology-500

Navigating the Technology Landscape of Innovation

  • Research Feature
  • Read Time: 27 min 

Some companies are better off making incremental improvements to their products. Others that must compete on their ability to innovate focus on breakthrough inventions. Either approach requires the exploration of a specific type of “technology landscape” and the right strategy for searching across the terrain.

advertisement

018-Marketing-500

Responses to Disruptive Strategic Innovation

  • Research Feature
  • Read Time: 26 min 

Disruptive strategic innovations are not necessarily superior to the traditional ways of competing, nor are they always destined to conquer the market. Rushing to embrace them can be detrimental for established companies when other responses, including ignoring the innovation, make more sense.