Marketing

November 2020

Twisterden Pricing a go-to-market strategy

By Marco Bertini, Oded Koenigsberg

English wine has come a long way. In Britain, sweet and poorer quality wines dominated the palates of the 1970s, when domestic producers were almost nowhere to be seen. Today, the range of wine available…

November 2020

Protean Electric: Innovation upon innovation

By David Arnold

The case is intended as a vehicle for analysis of the challenges involved in launching an innovative product. It is set against the background of the wave of innovation in the vehicle market, as manufacturers…

October 2020

The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?

By Nader Tavassoli

On June 29, 2020, a dispute settlement panel convened by the World Trade Organization (WTO) rejected the appeal regarding its findings in the report “Australia – Certain Measures Concerning Trademarks, Geographical Indications and other Plain…

October 2013

Nokia Siemens Networks: Branding a Global Merger from the Inside Out

By Simona Botti, Nader Tavassoli, Gudrun Herrmann

A handful of global players dominated the telecommunications infrastructure industry in 2007. The benefits to scale were significant: substantial funding requirements were necessary to sustain continuous innovation and development of networks, products and services; key…

January 2019

Brand Valuation: What, How and Why?

By Nader Tavassoli

As Chief Marketing Officer of a privately held Swiss luxury goods company, Lena Müller was tasked with valuing the company’s brand, whose products traded under the same name as the company itself. The reason her…

January 2008

Silverglide Surgical Technologies (B)

By John Mullins

This is a two-case series. From a rocky perch above the city of Boulder, Colorado, Jon Thorne gazed across the city and onto the great plains that stretched eastward before him. ‘There’s nothing like a…

January 2008

Silverglide Surgical Technologies (A)

By John Mullins

This is a two-case series. From a rocky perch above the city of Boulder, Colorado, Jon Thorne gazed across the city and onto the great plains that stretched eastward before him. ‘There’s nothing like a…

August 2018

Pearl River Piano: Tuning in to the Global Market

By J B Steenkamp, Nirmalya Kumar

This case traces the rise of Chinese piano maker Pearl River Piano (PRP) from a factory with dirt floors producing just four pianos a month using crude machinery to the world’s largest acoustic piano maker…

August 2018

M-Pesa & Nick Hughes

By Lisa Duke, Rajesh Chandy

It was February 2009, and Nick Hughes, head of Global Payment Solutions at Vodafone, contemplated his notes as he waited to enter the company’s Executive Meeting at its headquarters in Newbury, amid the Berkshire countryside…

December 2018

M-KOPA Solar: Using Digital Disruption to Connect the World’s Poor

By Nader Tavassoli

Launched in East Africa, M-KOPA is an innovative pay-as-you-go solar system that provides reliable energy to low-income households. To serve these customers profitably, M-KOPA’s solution relies on digital innovation and the integrated adaptation of every…