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 Marketing Process – Background Note
By Nader Tavassoli
The Chartered Institute of Marketing in the UK defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” 1 This note describes the marketing process…
October 2020
Brand Value and Valuation – Technical Note
By Nader Tavassoli
Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets emerged in the 1980s, when brands were first capitalized on post-M&A balance sheets. Brands are…
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
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…