Credit Karma’s CEO Built a Sexy Brand in an Unsexy Category with No PR Firm and a Tiny Budget — Here’s How
At First Round, we get asked all the time how companies can capture mindshare and customer fascination when they have hardly any resources to throw at it. Well, Kenneth Lin’s company Credit Karma did exactly that to create a company now worth over $3 billion, and he broke down how for the audience at our last CEO Summit. In this piece, we share his answers … [ Read more ]
Content: Case Study | Author: Kenneth Lin | Source: “First Round Review” | Subject: Marketing / Sales
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How Adidas Found Its Second Wind
The sportswear giant’s embrace of its heritage shows how reconnecting with the past can inspire a company’s future.
Content: Case Study | Authors: Majken Schultz, Nicholas Ind, Oriol Iglesias | Source: “strategy+business” | Subject: Marketing / Sales | Industries: Apparel, Sports & Recreation | Company: Adidas
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Nestlé’s Half-Billion-Dollar Noodle Debacle in India
Nestlé spent three decades building a beloved noodle brand in India. Then the world’s biggest food and beverage company stumbled into a public relations debacle that cost it half a billion dollars. A cautionary tale of mangled crisis management on an epic scale.
Content: Case Study | Author: Erika Fry | Source: “FORTUNE” | Subjects: Marketing / Sales, Public Relations, Risk Management | Company: Nestlé
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Reborn in the Cloud
Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services.
Content: Case Study | Source: “McKinsey Quarterly” | Subjects: Marketing / Sales, Strategy | Company: Adobe Systems
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Zumba: Four Steps for Leading Innovation and Growth
Zumba® is a Latin dance-fitness program that now has​ more than 12 million participants in 125 countries. During the past two years, I’ve been researching Zumba through in-depth interviews with co-founders Alberto Perlman and Alberto Aghion. During these discussions, these entrepreneurial leaders talked about their formative experiences and key decisions. Below, I sum up four recurring steps that supported Zumba’s innovation, growth, and resilience during … [ Read more ]
Content: Case Study | Author: Bradley George | Source: “Babson Insight” | Subjects: Industry Specific, Marketing / Sales | Company: Zumba
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The Hershey Company: Aligning Inside to Win on the Outside
Changes in the marketplace, if not monitored, can cause serious losses in profit, market share, and in stakeholders’ confidence. Such was the case with one of the most celebrated American companies, Hershey’s. When the company failed to keep its ear to the ground and eye on the ball it lost touch with consumers and retailers. A shift in the company’s focus and a re-alignment of … [ Read more ]
Content: Case Study | Author: Rick Kash | Source: “Ivey Business Journal” | Subjects: Management, Marketing / Sales, Operations, Strategy | Industry: Food Products/Service | Company: Hershey’s
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The Case for the Brand Ideal
Behind many a successful product, there’s a sharply focused intention to improve lives.
Content: Case Study | Author: Jim Stengel | Source: “strategy+business” | Subject: Marketing / Sales | Industry: Consumer Products | Company: Procter & Gamble (P&G)
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Truvia’s Test: Can Diet Sweeteners Go Natural?
When supersecretive agriculture giant Cargill decided to attack the no-calorie-sweetener market dominated by Sweet’N Low, Splenda, and Equal, it sent its best marketers and scientists to basement war rooms and covert labs. Only now can the inside story of Truvia — and its unlikely success — be told.
Content: Case Study | Author: Ben Paynter | Source: “Fast Company” | Subjects: Industry Specific, Marketing / Sales | Company: Cargill
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The Upside of Strategic Risk
How Coach learned to know, not guess, what customers want.
Content: Case Study | Author: Adrian J. Slywotzky | Source: “Oliver Wyman” | Subjects: Customer Related, Management, Marketing / Sales | Company: Coach
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Extending the “easy” Business Model: What Should easyGroup Do Next?
Its signature orange logo has made the “easy” brand one of the most recognizable in Europe – a stunning feat given that easy made its debut as recently as 1995. What began with easyJet has expanded to include easyCar and easyInternet. Now the company’s New Ventures Team must decide whether the no-frills, low-cost concept can be successfully applied to movie theatres, explains Professor … [ Read more ]
Content: Case Study | Authors: Anita Balchandani, Yves Doz | Source: “INSEAD” | Subjects: Entrepreneurship, Marketing / Sales | Industry: Entertainment / Media | Company: easyGroup
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When Is It Safe to Hire?
Incentive programs are common in the software industry, where, instead of relying on a direct sales force, corporations like Sage Software often turn to small resellers to pitch their applications to a vast market of customers. Incentives as extensive and generous as Sage’s are rare, however. For the past three years, the company (formerly known as Best Software) has invested $1 million a year to … [ Read more ]
Content: Case Study | Author: Susan Greco | Source: “Inc. Magazine” | Subjects: Human Resources, Marketing / Sales | Industry: Software | Company: Sage Software
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Extreme Makeover
In the fight against commoditization, companies are scrambling to create value-added services to protect their precious margins. But making the switch is easier said than done. To complete its metamorphosis, Dow Corning needed to transform the entire company.
Content: Case Study | Author: Christopher Caggiano | Source: “CMO Magazine” | Subjects: Change Management, Marketing / Sales | Company: Dow Corning
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How Conoco broke the convenience store mold
As the oil industry consolidated in the mid-1990s, Houston-based Conoco faced a major brand challenge. One of the world’s leading energy companies and a prominent petroleum retailer in U.S. markets, Conoco saw an opportunity to accelerate profit growth through the convenience store format. But in order to build a powerful convenience store brand, the company knew that it would have to break away from the … [ Read more ]
Content: Case Study | Authors: Kathryn H. Feakins, Michael Zea | Source: “Mercer Management Journal” | Subject: Marketing / Sales | Industry: Petro / Chemical | Company: Conoco
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Roll-out that seized the market
This article explores the launch of the Procter & Gamble consumer brand Charmin. It was excerpted from a case study prepared by Professor Bodo Schlegelmilch and Assistant Professor Tina Claudia Chini of Vienna University of Economics and Business Administration
Content: Case Study | Authors: Bodo Schlegelmilch, Tina Claudia Chini | Source: “European Business Forum (EBF)” | Subjects: Industry Specific, Marketing / Sales | Industry: Consumer Products | Company: Procter & Gamble (P&G)
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How Coca-Cola Became ‘The Real Thing’ in India
Emerging markets are enticing to companies because of the growth potential they present. But when cultural, economic, and logistical issues arise, survival in these markets is often a challenge. Recently, Stan Sthanunathan, vice president of Knowledge & Insights with The Coca-Cola Company, spoke to MBA students in a global business environments course at Emory University’s Goizueta Business School about the intricacies of doing business in … [ Read more ]
Content: Case Study | Source: “Knowledge@Emory” | Subjects: International, Marketing / Sales | Industry: Food Products/Service | Company: The Coca-Cola Company