A new series of studies shows that cat owners are drawn to products that reduce risk and prevent problems, while dog owners prefer products that promise gains. That has implications for the messages marketers craft and even for policy makers trying to influence consumer behavior.

Controversy has swirled around psychological targeting-the practice of influencing people''s behavior by mining their digital footprints, identifying their personality traits, and then tailoring messages to them. Because it was misused to try to sway votes during recent elections, some have made it out to be a brainwashing tool. That''s simply a myth, explains Sandra Matz, a leading expert on it (who actually helped break the election .....more

In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega''s most legendary watches. The launch created a frenzy among watch fans worldwide, with huge lines forming outside of the select Swatch stores selling the product and with social media channels lighting up. The case discusses some of the initial reactions to the .....more

Being more customer centric starts with being a thoughtful gift giver.

Set in 2021, this case describes how Amazon and Walmart have been two of the most successful retailers in history and are responsible for changing the rules of the game in the retail industry in the US. Over the years, the two firms had perfected contrasting business models to enable their dominance on the respective offline and online retailing. Walmart''s model of low prices and strategic partnerships with suppliers had redefined supply .....more

Machine learning has been used to create value in various ways across a broad swath of industries. In this case, students will explore uses for machine learning in the context of the launch of the Disney+ streaming service in November 2019. At the time of the case, Disney already operated two streaming platforms, Hulu and ESPN+. Its new streaming service would launch with an archive of roughly 7,500 TV episodes and 500 films, including wildly popular .....more

From modest beginnings in 2018, selling to a few enthusiasts from her apartment, Madame Berrima quickly built Layla''s Delicacies, an exotic Tunisian pastries company, into a thriving mail order business. Her sweets were handmade, customers posted rave reviews, and the New York Times attested to the product line''s authenticity. The company invested heavily in product design, packaging, and branding and rode a wave of popularity of .....more

When an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying it to an existing brand (as was the case for Cherry Coke and Avon Hand Lotion) is tempting. Customers are more likely to try a new product with a familiar association, and companies have to expend fewer marketing resources to launch it. But the strategy has risks, too: Weak or failed brand extensions .....more

With inflation high, a global recession possible, and consumers spending carefully, many companies are concerned about preserving profit margins. In this article, pricing consultant Rafi Mohammed argues that instead of simply adjusting prices, firms should consider adding new ways to charge customers. He outlines 18 different pricing tactics that can be used for various purposes: to accommodate buyers with different usage needs, to appeal to people .....more