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A Step-by-Step Guide to Smart Business Experiments (Spanish version)
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103HMarketingTake one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.Starting at €8.20
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Tilt, 8. Knowing Who Your Competitors Are
Dawar, NirajBook Chapter HBS-0011BC-EMarketingTilt: Shifting Your Strategy from Products to Customers is an 11-chapter book published in 2013 by Harvard Business Review Press and written by Niraj Dawar, professor of marketing at the Ivey School of Business. The author presents his theory on how sustainable competitive advantage depends today on a company's ability to tilt, or shift, its business model from product innovation to value innovation. He explains that, unlike the traditional focus...Starting at €8.20
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A Step-by-Step Guide to Smart Business Experiments
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103H-EMarketingThe power of analytics in decision making is well understood, but few companies have what it takes to successfully implement a complex analytics program. Most firms will get greater value from learning to do something simpler: basic business experiments. Managers need to become adept at routinely using techniques employed by scientists and medical researchers. Specifically, they need to embrace the "test and learn" approach: Take one action with ...Starting at €8.20
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A Better Way to Map Brand Strategy
Dawar, Niraj; Bagga, CharanArticle HBS-R1506G-EMarketingCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors', to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand's market position to business performance metrics such as pricing and ...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study and Commentary)
Anderson, Eric T.Article HBS-R1309L-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study)
Anderson, Eric T.Article HBS-R1309X-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (Commentary for HBR Case Study)
Anderson, Eric T.Article HBS-R1309Z-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Marketing in the Age of Alexa
Dawar, NirajArticle HBS-R1803E-EMarketingOver the next decade, as artificially intelligent assistants like Alexa and Siri become the main channel through which people get information, goods, and services, the way companies acquire, serve, and retain customers will radically change. Because the bots will have deep knowledge about individuals' habits and preferences, they'll be able to anticipate a consumer's needs even better than the consumer herself can. They'll ensure that routine pur...Starting at €8.20
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Tilt, 1. Finding the New Locus of Competitive Advantage
Dawar, NirajBook Chapter HBS-0002BC-EMarketingChapter 1, Finding the New Locus of Competitive Advantage (28 pages), presents a review of the upstream-versus-downstream spectrum and guides managers in identifying where their businesses lie on the spectrum. He illustrates the development of a successful downstream strategy with Nestle's response to a mature instant coffee market by inventing a new customer value: easy and authentic at-home espresso brewing. He reviews the history of the indust...Starting at €8.20
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Tilt, 3. Seizing the Downstream Advantage
Dawar, NirajBook Chapter HBS-0004BC-EMarketingIn Chapter 3, Seizing the Downstream Advantage (10 pages), the author looks at the unique value of customer-focused strategies. He explains that to create a successful tilt strategy, a company must categorize its company's resources as either upstream or downstream. While an upstream strategy focuses on products and production, the downstream strategy involves a company's knowledge of and relationship with customers. The author then analyzes both...Starting at €8.20