Simple words, yet systematic research – that is what sets our marketing, finance, operations and management case studies apart. Targeted at non-experts, our cases explain state-of-the-art management concepts to readers who probably specialize in other fields. For example, by explaining finance to the marketing expert or operations to the accountant, we help expand their knowledge base and prepare them for new challenges as their careers progress. 

Which growth path to choose – brand extensions or line extensions?
This case study was published by GO Magazine in India, with the intention of presenting the concept of brand extensions to an audience unfamiliar with all the arcania of marketing. By presenting examples of brand extensions and contrasting them with line extensions (line extension creates variations within the same product type while brand extension entails entirely new product types with the old brand), we acquainted the reader with two formulas for marketing-driven growth.

Birth of the 21st century salesperson
This case study presents the nuts and bolts of Sales Force Administration (SFA). We show how different companies have used these tools allow salespeople and their managers to organize dispersed data into compact, actionable formats. To give readers a feel for sales account and campaign tracking, we use and explain screens from a popular SFA package, salesforce.com.

Restoring the store
This marketing case study – published in conjunction with an exclusive interview of the Future Retail Group CEO – underlined how retail spaces are often under-leveraged marketing spaces for FMCGs. And this despite the fact that from the moment a shopper enters the store until she leaves the checkout, she’s an ideal captive audience for countless goods marketers.

 

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