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商品編號: UV8194 出版日期: 2021/01/06 作者姓名: Anik, Lalin;Mittal, Aerika;Yemen, Gerry 商品類別: Marketing 商品規格: 12p 再版日期: 地域: 產業: 個案年度: -
商品敘述:
This case uses a start-up in the retail industry to explore the leverage of behavioral science to enrich a business model and structure a marketing campaign. The material unfolds the testing of an innovative process and use of persuasion in order to align business practices with human behavior and scale. In addition, it gives the opportunity to discuss how a minimal tech solution could bring in market data and provide a test platform to larger clients. The founder of Rohvi, Sara Whiffen, created a platform that allowed shoppers to buy clothing items from local retail stores, use them, and after a few wears, return the items for partial store credit. The business model was based on Whiffen''s experience in the automobile industry with used cars. Following her first few years in the business, Whiffen had to make some decisions around engaging clients on two sides-retailers and consumers. How could an innovative start-up leverage behavioral science to persuade multiple stakeholders?
涵蓋領域:
Business-to-business marketing;Data management;Entrepreneurship;Marketing;Persuasion;Start-ups
相關資料:
Case Teaching Note, (UV8195), 13p, by Lalin Anik, Aerika Mittal
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