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Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4458BC-EMarketingHumans have a basic need for affiliation. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4459BC-EMarketingThe deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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The Sure Thing That Flopped (HBR Case Study and Commentary)
Zaltman, Gerald; Zaltman, LindsayArticle HBS-R0807A-EMarketingTibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0...Starting at €8.20
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Understanding the Brand Equity of Nestl Crunch Bar (B): Data Analysis
Avery, Jill; Zaltman, GeraldCase HBS-519062-EMarketingIn early 2018, Nestl announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestl Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestl acquisition, each of the purchased confectionery brands was permitted to use the Nestl parent brand name for one year after the close of the sale. After that time, the Nestl Crunch Bar would be rebranded with ...Starting at €5.74
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El caso HBR: El éxito seguro que fracas
Zaltman, Gerald; Zaltman, LindsayArticle HBS-R0807AMarketingTibal Fisher hizo una fortuna vendiendo moda, artículos para el hogar de bajo costo para los baby boomers. Con esa generación que comienza a entrar en sus años sesenta, él ve una gran oportunidad en los productos para los consumidores de edad avanzada. Los grupos focales y encuestas confirman la fuerte demanda del mercado para este tipo de artículos, y los medios de comunicación les encanta la idea. ¿Por qué es NextStage del TF, su nueva línea de...Starting at €8.20
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Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4453BC-EMarketingThis chapter introduces some of the social, psychological, physical, and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4454BC-EMarketingBalance is one of the deep metaphors that affects the unconscious mind-and choices-of consumers. This chapter outlines several aspects of balance that marketers should understand. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4455BC-EMarketingNearly every product and service is evaluated in terms of the nature and magnitude of the transformation they foster or inhibit. This chapter examines transformation as a deep metaphor that affects the customer experience. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4457BC-EMarketingContainers serve two basic functions: they keep things in and they keep things out. This chapter looks at some of the many instances in which the container, as a deep metaphor, affects consumers' thinking and behavior. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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The Sure Thing That Flopped (HBR Case Study)
Zaltman, Gerald; Zaltman, LindsayArticle HBS-R0807X-EMarketingTibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0...Starting at €8.20