Elon Musk’s backers cheer him on, even if they aren’t sure what he’s doing to Twitter

Posted by & filed under Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: Elon Musk’s acquisition of Twitter has not exactly taken off like a rocket. After trying desperately to get out of the $44 billion purchase, he faced a court battle for reneging. So he went through with it, while complaining that he was “obviously overpaying.” Mass layoffs and mass resignations have left Twitter a shadow… Read more »

Twitter and Free Speech: What Is Musk’s Plan?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: As Twitter’s new owner, Elon Musk must reconcile his dream of a free-speech paradise with the reality of a business based on ad revenue. With so much money on the line, the billionaire is changing his approach, says Wharton’s Pinar Yildirim. Source: https://knowledge.wharton.upenn.edu Date: Nov 15, 2022 Link: https://knowledge.wharton.upenn.edu/article/twitter-and-free-speech-what-is-musks-plan/?utm_campaign=KatW2022&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=11-16-2022&utm_content=Twitter_and_Free_Speech:_What_Is_Musk’s_Plan Questions for discussion: Summarize the… Read more »

Is This the End Game for Crypto?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Product Brands and Branding.

Description: Recent events have made clear the need to regulate crypto, an industry that grew from nothing to a $3 trillion market capitalization a year ago, although most of that has now evaporated. But it also seems likely that the industry couldn’t survive regulation. Source: NYT.com Date: Nov 17, 2022 Link: https://www.nytimes.com/2022/11/17/opinion/crypto-banks-regulation-ftx.html? Questions for discussion: What does… Read more »

Walmart and Target’s quarterly results lay bare the retailers’ stark differences

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Metrics/Analytics, Product Brands and Branding, Retail Marketing.

Description: Walmart’s stock surged this week. Target’s shares plunged. The rival big-box players are both known for selling an array of products including food, clothing, home goods and kitchen appliances. Both their CEOs − Walmart’s Doug McMillon and Target’s Brian Cornell − stepped into their roles in 2014. Source: CNBC.com Date: Nov 17, 2022 Link: https://www.cnbc.com/2022/11/17/walmart-and-targets-quarterly-results-lay-bare-retailers-differences.html… Read more »

When Does Collaboration Become Collusion?

Posted by & filed under Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Supply Chain.

Description: Adhering to antitrust regulation while negotiating collective sustainability targets is proving tougher to navigate for some in the fashion industry. Source: NYTimes.com Date: Nov 07, 2022 Link: https://www.nytimes.com/2022/11/07/fashion/fashion-industry-antitrust-sustainability.html Questions for discussion: What are the issues facing the fashion industry as it attempts to become more efficient and eliminate waste? What are the marketing implications… Read more »

How Do You Create a New Product Category? By Intentionally Carrying a Heavier Load

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding, Retail Marketing.

Description: Stefan Olander, founder of the ‘gravity fitness’ brand Omorpho, on taking a counterintuitive approach to a multi-billion-dollar industry. ​Source: INC.com Date: Nov 07, 2022 Link: https://www.inc.com/jeff-haden/omorpho-fitness-create-new-product-category.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Nov%2007,%202022&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGH9jODEi-aB8BSWOtAjxQ5LviJsnpSGu6izEIdAulqq9OFXACSjXffhpgv8YhETHeLOiIpndGHU71NYEZ9YRA2a1coLhFrW1ZAOuZ6Ag Questions for discussion: Who is the target market for this product category? Have a look at the products presented on the company website https://www.omorpho.com and evaluate the appearance… Read more »

Reduced consumer spending has Lightspeed Commerce ‘cautious’ ahead of holiday season

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Relationship Marketing, Retail Marketing.

Description: Lightspeed Commerce Inc.’s chief financial officer says reduced consumer spending has the software company being “cautious” ahead of the typically busy holiday season. Source: Yahoo.Finance.ca Date: Nov 03, 2022 Link: https://ca.finance.yahoo.com/news/reduced-consumer-spending-lightspeed-commerce-163818200.html Questions for discussion: What are the factors influencing Lightspeed Commerce and its customers? How is the company dealing with these influences? How are… Read more »

How to Get the Most from Your Customer Data

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Description: ‘The Customer-Base Audit,’ co-authored by Wharton’s Peter Fader, argues that firms cannot make fully informed decisions without first understanding their customers’ buying behavior and the actual health of their customer base. Source: knowledge.wharton.upenn.edu/ – podcast Date: Nov 01, 2022 Link: https://knowledge.wharton.upenn.edu/article/how-to-get-the-most-from-your-customer-data/?utm_campaign=KatW2022&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=11-2-2022&utm_content=How_to_Get_the_Most_from_Your_Customer_Data Questions for discussion: What is a customer-base audit, as you understand the meaning… Read more »

Want to live in a van down by the river? Ford has a new vehicle for that

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Product Brands and Branding.

Description: DETROIT — Ford Motor wants to make “living in a van down by the river” a bit more comfortable than late comedian Chris Farley — a cousin of the automaker’s CEO — made it out to be in a well-known “Saturday Night Live” sketch from the early 1990s. Source: CNBC.com – video report Date: Nov 03,… Read more »

Yeezy Roller Coaster Ended With Two-Minute Phone Call at Adidas

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Their lucrative Yeezy collaboration accounted for more than an estimated 40% of the shoe giant’s profits. But the partners had been bickering for years. Source: Bloomberg.com Date: Nov 01, 2022 Link: https://www.bloomberg.com/news/articles/2022-11-01/kanye-west-adidas-split-was-brewing-for-years?leadSource=uverify%20wall Questions for discussion: What are the lessons to be learned from this partnership between Ye and Adidas? Can Adidas ever afford to… Read more »