Description: Dan Lewis, CEO of trucking logistics start-up Convoy, spent many years at Amazon before founding his own company. Among the biggest projects he worked on as Amazon’s general manager of new shopping experiences was helping to build an online ratings and reviews model. It was a big problem from the online retail giant in… Read more »
Posts Categorized: Global Marketing
Understanding the Concept of ‘Niching Down’ for Budding Entrepreneurs
Description: The niche is comfortable, but it can become an enemy to an entrepreneur’s ambitions. Source: Entrepreneur.com Date: Nov 11, 2019 Link: https://www.entrepreneur.com/article/339399?utm_source=newsletter&utm_medium=email Questions for discussion: What are the advantages and disadvantages to remaining a niche business, according to the article? How can niche businesses develop and grow into a broader marketplace? What are your… Read more »
Fender’s CEO learned this key lesson in product development from Steve Jobs
Description: LISBON, Portugal — Before Andy Mooney took the reins at guitar maker Fender, he was an executive at two other companies — Nike and Disney. And it was during his time at Disney that he met iconic entrepreneur Steve Jobs. Source: CNBC.com Date: Nov 08, 2019 Link: https://www.cnbc.com/2019/11/08/fenders-ceo-learned-this-product-lesson-from-steve-jobs.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail Questions for discussion: What does the article say about brand… Read more »
How Marketers Are Responding to Recent TikTok Headlines
Description: Though TikTok has become a craze among some younger Americans over the past year, recent headlines about a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying. Source: eMarketer.com Date: Nov 12, 2019 Link: https://www.emarketer.com/content/how-marketers-are-responding-to-recent-tiktok-headlines?ecid=NL1001 Questions for discussion: What are the concerns for users, marketers… Read more »
The Unconventional Methods Liquor Makers Are Taking to Be More Sustainable
Description: What helps Air Co. stand out is the marketing. This vodka is “Made From Air, Water & Sun.” And it is proclaimed to be the world’s “most sustainable vodka” ever. Source: Fortune.com Date: Nov 07, 2019 Link: https://fortune.com/2019/11/07/sustainable-spirits/ Questions for discussion: How is this brand different from the competition? Do you think there is… Read more »
How Chipotle returned to the top after disastrous food-safety scares
How Chipotle returned to the top after disastrous food-safety scares Description: How Chipotle returned to the top after disastrous food-safety scares Source: CNBC.com – video report Date: Nov 06, 2019 Link: https://www.cnbc.com/video/2019/11/05/ceo-brian-niccol-turns-chipotle-mexican-grill-around-after-food-safety-scares.html Questions for discussion: How is Taco Bell managed differently from Chipotle? How would you increase business at Chipotle? Do you think Chipotle is… Read more »
David M. Rubenstein on Profit, Purpose and Climate
Description: F&D’s Rahim Kanani interviews David M. Rubenstein, cofounder and co–executive chairman of The Carlyle Group, one of the world’s largest private investment firms, on a new corporate reality that looks beyond profit, the role of business in tackling climate change, and what animates his philanthropy. Source: IMF.org Date: Nov 04, 2019 Link: https://www.imf.org/external/pubs/ft/fandd/2019/11/david-rubenstein-on-profit-purpose-and-climate-change.htm Questions for discussion:… Read more »
Why Facebook towers over rivals in the critical metric of revenue per user
Description: Despite all the uproar surrounding Facebook, from the company’s mishandling of user data to its unwillingness to fact-check political ads, advertisers are still flocking to its services because they can’t find any better way to reach consumers. Source: CNBC.com Date: Nov 01, 2019 Link: https://www.cnbc.com/2019/11/01/facebook-towers-over-rivals-in-the-critical-metric-of-revenue-per-user.html Questions for discussion: Summarize the marketing related reasons that explain… Read more »
Apple TV+ Hits Friday. Its Series (Mostly) Miss
Description: Netflix turned Hollywood on its head six years ago, or so the narrative goes. As it shifted from mail-order DVD company to streaming-service behemoth, its series brought movie stars to television at a time when such a transition was far more attention-getting than it is today. Moreover, they did so while at least emulating… Read more »
‘Built for success’: Canopy’s big bet on pot drinks looms ahead of launch
Description: SMITHS FALLS, ONT. — Innocuously tucked inside Canopy Growth Corp.’s cavernous, custom-built bottling facility is a series of four vats which may be the most important pieces of equipment the pot giant owns. Source: BNNBloomberg.com – video report Date: Oct 30, 2019 Link: https://www.bnnbloomberg.ca/built-for-success-canopy-s-big-bet-on-pot-drinks-looms-ahead-of-launch-1.1340171 Questions for discussion: Summarize the key strategic decisions being made by… Read more »
Applied Marketing, 2e
Canadian Edition
