Marketing Strategy
The Big Difference a Penny Makes
Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?
Pricing
Latest
Marketing Strategy
When Should You Nickel-and-Dime Your Customers?
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
What the GDP Gets Wrong (Why Managers Should Care)
The irony: We know less about the sources of value in the economy than we did 25 years ago.
Supply Chains & Logistics
Supply Risk in Fragile Contracts
Spot markets can be used to limit exposure.
Marketing Strategy
Discounting Do’s and Don’ts
Recent evidence shows that some discounts and sales can be detrimental.
Innovation Strategy
The Experimental Roots of Revolutionary Vision
The history of the Swedish retailer IKEA illustrates the role that adaptation and experimentation play in the development of an innovative strategy.
Marketing Strategy
So You Think You Know Your Brand?
A company must have a three-dimensional view of its brand.
Marketing Strategy
Attractive By Association
When targeted promotions appeal to non-targeted customers.
Marketing Strategy
Smart Pricing
A review of recent and seminal work linking pricing decisions with operational insights.
Marketing Strategy
Pricing as a Strategic Capability
If pricing isn’t a strategic capability — a contributor to a company’s ability to implement its strategy — it’s probably a strategic liability.