... in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing. branding consumer marketing corporate strategy decision-making growth strategy market research marketing planning marketing strategy product...

... MBA students would be very interested in using products that allowed electronic access to course materials everywhere and across many platforms and that allowed electronic note-taking and storage. To better understand this user group, PageWell conducted a market research survey of students, faculty...

... it had a technological advantage, TiVo faced one competitor (ReplayTV) and potential entrants such as Microsoft, so its success was far from guaranteed. Evidence suggested a bright future for the company, however; the concept had attracted $240 million in venture capital, and market research indicated...

... market research on gamers, the central component of which was a tool it had not used in the past: “experience maps.” Experience maps document and illustrate how consumers consider, purchase, and use a product or service. Tutipass asked Axelrod to use the experience maps to generate recommendations...

... be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing. Decision Making Financial Analysis Financial Planning Market Research Market...

... to Iridium's bankruptcy in August 1999. Forecasting Market Research Market Segmentation Conjoint Analysis Early in 1999, Dr. Ed Staiano, the hard-charging chief executive officer of Iridium LLC, prepared for a meeting with officials from Motorola, his previous employer. Motorola had spun off Iridium...

... market research Understand the power of leveraging existing assets as opposed to innovating new products Understand the psychological basis of customer loyalty, including drivers and metrics of loyalty This case was prepared by Professor Neal J. Roese and Mohan Kompella ’13. ©...

... in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing. Consumer marketing Crisis management E-commerce Leadership Market research Marketing Marketing...

... to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned. After reading and analyzing the case, students should be able to: Identify the most important variables...

..., photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing. Customer Data Data Analytics Innovation Market Analysis Market Research Marketing Strategy Segmentation Digital video recorder Large John McCambridge, recent business school graduate and newly...