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Moore, Marian C.

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Design Thinking at Great Lakes: The Search for Growth

This document is one of three available case-based simulations used as the basis for a multisession course on design thinking. The course emphasizes deep user understanding, iteration, and a focus on the possibilities as a way to enhance value creation for stakeholders. Please refer to the course teaching guide to view the additional essential pedagogical tools available to the course instructor?i ...

Linking Products and Consumers: The Consumer Benefit Ladder Approach

This note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth. ...

Philip Morris USA: Life After the Master Settlement Agreement (A)

When Philip Morris USA (PMUSA) president and CEO Michael Symanczyk took office in 1997, he began to re-envision how to take his company forward in the midst of public outrage over the negative health consequences related to smoking, especially among youth. The case reviews the social and economic history of tobacco and smoking in the United States and provides context surrounding the crisis relate ...

Snibbie: Spit Happens (A)

Who hasn't had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the "Snibbie." The A case explores the entrepreneurial challenges that arose as he introduced his product to the market. The A case describes Heard's learning experiences and progress in approaching institutional buyers, attending his first vend ...

Snibbie: Spit Happens (B)

Who hasn't had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the "Snibbie." The A case explores the entrepreneurial challenges that arose as he introduced his product to the market. The B case describes the direction he took regarding private labeling, working with a bankrupt national chain, and further d ...

Makeup Shake-Up: The Challenge of Multichannel Marketing

Multichannel retail shopping is quickly becoming the norm for consumers in many industries. Multichannel shopping, however, has the potential to frustrate the historical "house of brands" strategies that companies such as L'Or?al have implemented successfully for decades. Instead of a neat hierarchy of brands available at specific retailers, from class to mass, companies need to integrate an in-de ...

Marketing Economics

The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed economic calculations such as net present value or return on investment. They are "back of the envelope" estimates that can easily be communicated to others to buttress arguments about what a company shoul ...
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