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In 2008 Abbott introduced a revolutionary new device, FreeStyle Navigator, designed to improve the lives of the world's more than 500 million diabetes patients by offering continuous glucose monitoring with technology that could translate an electrochemical signal from the body into precise, real-time data. Doctors and patients who tried the device appreciated it—but it was bulky, hard to manufacture, and expensive. And without widespread adoption, it wouldn't have the hoped-for impact. Abbott's leaders soon realized that they needed to go back to the drawing board. Four years later they launched FreeStyle Libre, a reimagined continuous glucose monitoring (CGM) system in which an even smaller sensor applied to a patient's arm sends data directly to a smartphone app every minute. It is now used by millions globally, and by the end of 2024 it will have generated more than $5 billion in revenue, making it one of the most successful medical devices—as measured by usage and sales—in history. The pivot from the Navigator to the Libre was a deeply consequential decision for Abbott, and others can learn from the principles the company's leaders followed to arrive at and then execute on that choice. [ABSTRACT FROM AUTHOR]

The article delves into the organized political trolling and stakeholder capitalism facing U.S. corporations. It presents the case of beer brand Bud Light, which employed a transgender social media influencer for its marketing and promotion. It discusses the fundamental flaw of stakeholder capitalism and stresses the need for companies to balance capitalism with corporate values, diversity and sustainability, to be accountable to higher standards and combine profit and purpose.

The article discusses the pros and cons of launching new consumer products during a recession. The authors explore how products introduced during a recession perform, examine how the severity of the recession can impact performance of the product, and scrutinize if the timing within the recession matters. INSET: "A Recession-Era Product Launch Is Like a Running Start".

The article presents an interview with Roy Sexton, Director of Marketing at Clark Hill. He discusses his unconventional career path into legal marketing, his approach to helping attorneys connect authentically with clients, and the common missteps law firms make in their marketing strategies. Topics discussed include the importance of internal marketing, the value of a cohesive brand message, and the challenges of being recognized within the firm.

The article focuses on the increasing influence of digital platforms in shaping consumer behaviors and preferences. Topics include the role of data analytics in targeting marketing strategies, the impact of social media influencers on brand perception, and the shift towards personalized advertising in the digital age.

The article focuses on Kristin Taylor's journey with Mom Juice, a Colorado-based wine brand targeting women, despite challenges in funding and skepticism from male investors. Topics include the brand's commitment to transparency in wine ingredients, its marketing strategy tailored to women, and efforts to expand its product line and market presence amid a competitive industry landscape.

The article investigates the inner financial workings at cryptocurrency exchange Binance. Findings reveal the company's payment to influencers, reliance on Binance Coin or BNB, and vulnerability of its business model. It provides an overview of the trading activity of Binance, its referral program which incentivizes traders, conventional marketing activities, and Affiliate Program which enlists prominent names in social media. It describes the strategy of Binance to boost the price of BNB.

The article takes a look into the initiatives of chain restaurant Chipotle, under Chief Executive Officer (CEO) Brian Niccol, to expand the business and change how employees do their jobs with the aid of automation. It highlights Chipotle's focus on food integrity, elimination of coupons, discounts and promotions from the menu, refocus of marketing campaigns on fresh ingredients and culinary approach to food preparation, and two-tier food preparation workstations for mobile and in-store orders.

The article discusses how to best brand a new product. A popular strategy known as brand extension, where the new product is tied into an existing product can have a negative consequence on both the new product and the existing product. In this article research is cited looking into the various branding strategies—new brand and two types of brand extension-direct extension and sub-brand—with success criteria. The success criteria are identified as fit with the company’s current offerings, innovation of the new product, span of existing portfolio, risk of brand dilution, and amount of advertising funds. INSET: "Look for Opportunities to Stimulate People's Imaginations".

An interview with Terry Fine, president of AMG Creative, Inc., a dental laboratory advertising agency, is presented. Topics include how dental laboratories can effectively utilize social media including Facebook, LinkedIn, and Instagram to enhance their marketing strategies; strategies for maximizing return on investment, and types of posts that generate the most engagement and the importance of creating valuable and engaging content.

Though social and digital media are rapidly transforming marketing and new tools emerge daily, in most firms the organization of the function hasn’t changed in 40 years. How should marketers revamp their strategies, structures, and capabilities to meet the new realities? To find out, the consultancy Effective- Brands and its partners conducted a study involving 10,000 marketers from 92 countries, which examined what separated high-performing marketers from the pack. High performers, the study showed, excelled in three areas: integrating data about what customers are doing with an understanding of why they are doing it; communicating a brand purpose (the functional, emotional, and societal benefits of the offering); and delivering a “total experience” to customers. To provide this kind of experience, high performers break down silos and enlist the help of the entire organization. That means they must link marketing strategy tightly to business strategy and to other functions; inspire employees across the company with the brand’s purpose; focus and align around a few key priorities; set up nimble, cross-functional teams; and build internal capabilities through extensive training at all levels. Surprisingly, few companies have been able to put all these pieces together. Only half of even high-performing organizations excel on some of these capabilities. But that shouldn’t be discouraging; rather, it just illuminates where there’s work to do. [ABSTRACT FROM AUTHOR]

In the traditional strategic-planning model, managers attempt to forecast how markets will evolve and competitors will respond, and then define a multiyear plan to position their company to win in this future state. That worked well when markets were more stable and the primary factors influencing future growth and profitability were easier to forecast. But the world is now changing so quickly that no business can plan for every eventuality. And fewer than a quarter of large organizations employ the most notable tools and frameworks for strategy development under uncertainty: scenario planning, Monte Carlo simulation, and real options analysis. Executives say that those tools require data that is impractical to gather and analysis that is too expensive to execute routinely and that their output can be counterintuitive and complicated to explain to senior leadership and the board. In this article the authors offer a new approach and mindset for making strategic decisions, along with a new model for managing strategy development and performance monitoring. They describe what it takes to produce great results in uncertain times and propose a practical model for strategy development that they have seen succeed at several leading companies. INSET: The Drivers of Unpredictability. [ABSTRACT FROM AUTHOR]

Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants—consumers and third-party businesses—in the value creation process, as both receivers and providers of value. In this article, the authors introduce four types of brand flagship platforms: platform as instrument, as guide, as canvas, and as companion. They describe the relationship style, risks, and opportunities associated with each one. [ABSTRACT FROM AUTHOR]

Companies often believe they should make their customers’ experiences as effortless and predictable as possible. But the authors’ research shows that this approach is overly simplistic—and can even backfire. While in some instances (say, watching movies on Netflix) customers want their journeys to be easy and familiar, in others (working out on a Peloton bike or playing World of Warcraft) they want to be challenged or surprised. This article outlines four kinds of journeys: Routines are effortless and predictable and are suited to utilitarian products. Joyrides are effortless and unpredictable and work with products that deliver an on-demand thrill. Treks are effortful and predictable and are associated with products that help people achieve challenging long-term goals. Odysseys are effortful and unpredictable and are perfect for products that facilitate customers’ passion projects. Each type of journey has its own design principles. Routines should offer consistent touchpoints in familiar sequences; joyrides, endlessly varied moments of delight. Treks require goal-posting (breaking big objectives down into small ones), and odysseys, substantive variation and journey tracking. [ABSTRACT FROM AUTHOR]

Research target audience and competitors to tailor marketing strategy. Build a strong brand identity and online presence to attract clients. Leverage tools like social media and SEO along with networking to broaden reach. [ABSTRACT FROM AUTHOR]

How might migrant entrepreneurs may use liabilities of foreignness and outsidership as a marketing strategy? Migrant entrepreneurs are embedded in a strong sociocultural environment, which influences both their market orientation decisions and marketing strategies. We draw from a marketing perspective to discuss how to generate successful strategies as a migrant entrepreneur. These entrepreneurs might choose between targeting their ethnic communities or attracting local customers from outside their ethnic enclaves, supplying either ethnic or general undifferentiated products and services. In this light, this article exploits these options to suggest actions that these entrepreneurs might use to design their marketing strategies. [ABSTRACT FROM AUTHOR]

The article presents the author's views on the need for thorough marketing in new products and services. The author offers examples of both successes and failures for organizations to consider, and recommendations to implement in their marketing strategy. Recommendations include identifying customer needs, product perception, engaging with customers in use cases, developing customer experience, and utilizing a marketing strategy appropriate to the offering and its target customers. Examples include Google Glass, L-Cups,and the Sony Reader.

The article presents information on the use of sensory stimulation as a marketing strategy. Recent research suggests that sense-based marketing can intensify consumer perceptions of a brand and increase sales percentages. Topics include the current focus companies place on visual attributes of a product, the current use of sensory marketing in the automotive industry, and the potential impact of sensory stimulation on memory. Insights from Aradhna Krishna, director of the Sensory Marketing Laboratory at the University of Michigan, and author of the 2013 book, "Customer Sense: How the 5 senses Influence Buying Behavior," are presented. INSETS: Warmth Induces People to Conform;"Taking Sensory Communication to a Whole New Level".

The article lists four ways that one can boost their businesses' social media marketing effectiveness including defining one's goals, exploring which platforms should be used and whether or not you're ready to talk with your audience in real time.

The article focuses on pricing strategies for photographers, emphasizing the importance of finding the right balance between charging too little and undervaluing their work or setting rates too high and deterring potential clients, especially in light of the current cost of living crisis. Topics discussed include how to factor in editing time, choosing between package fees and hourly rates, as well as distinguishing between Business to Consumer and Business to Business clients.

This article discusses three reasons why authors resist book marketing and provides strategies to overcome that resistance. The first reason is that authors feel they are not ready to market their book because it is not completed, but the article argues that it is never too early to start marketing. The second reason is that authors are intimidated by book marketing because they are unfamiliar with it, but the article suggests that the same creativity used in writing can be applied to marketing. The third reason is that authors find it scary to put themselves and their book out into the world, but the article encourages authors to embrace the exposure and have confidence in their message. The article emphasizes the importance of identifying the book's message, audience, and hook as the foundation for effective book marketing. [Extracted from the article]

The article explores the essential elements for sustaining a successful makerspace, highlighting the importance of community collaboration, effective marketing strategies, clear policy development, and fostering a supportive staff culture to ensure the space's longevity and impact. Topics include community engagement, marketing strategies, policy development, and staff training.

If you’re unhappy at work—and changing roles or companies may be unrealistic given the tough economy—what can you do? A growing body of research suggests that a process called job crafting can be a powerful tool for reenergizing and reimagining your life at work. It involves redefining your current job description to better incorporate your motives, strengths, and passions. The exercise prompts you to visualize your job graphically, map its elements, and reorganize them to shape the job to better suit you. In this way, you can put your own personal touches on the way you see and do your job; and you’ll gain a greater sense of control at work—all of which is especially critical at a time when you’re probably working longer and harder than ever, and will be retiring later. Perhaps job crafting’s best feature is that it’s driven by you, not your supervisor. Research with a range of organizations indicates that employees who engage in job crafting often end up more engaged and satisfied with their work lives, achieve higher levels of performance in their organizations, and report greater personal resilience. Organizations have a lot to gain by enabling job crafting: The exercise lets managers turn the reins over to employees, empowering them to become “job entrepreneurs.” And when raises are constrained or promotions impossible, job crafting may give companies a different way to motivate and retain their most talented employees. [ABSTRACT FROM AUTHOR]

The article focuses on the resurgence of photo booths that produce strips of analog pictures, particularly among Generation MZ, those born between 1981 and 2005 in South Korea. It discusses the revival of this trend, its popularity among young Koreans, and the various innovations and marketing strategies employed by photo booth businesses to cater to their customers.

The article focuses on the importance of maintaining marketing efforts, even during economic uncertainties, as a means to engage customers, build brand loyalty, and sustain business growth. It emphasizes the value of using cost-effective strategies like social media, digital marketing, and customer-centric programs to retain existing customers, adapt to changing market conditions, and collect valuable data for informed decision-making.

The article reports on the anti-corporate, feminist movie for adults, titled "Barbie," as a strategy to increase the sales of toy company Mattel Inc. Topics discussed are success of the Barbie doll that helped create an expectation of growth and corporate stewardship for female empowerment, problems faced by Mattel with its Project Dawn project, potential of the film and brand to affirm values of inclusivity, diversity and empowerment.

The article shows the strategies financial services company Wells Fargo & Co. in developing and marketing products and services tailored to Latinos. It highlights the holistic approach of Wells Fargo to servicing Latino customers, its marketing and advertising approach to servicing Latino account holders , and the programs offered aimed at advancing racial equity through Latino home ownership.

This article, titled "THE LOOK BOOK: THE GIRLS," features interviews with various women from different backgrounds discussing their experiences at a fashion sale. The women share their thoughts on the items they purchased, their emotional attachments to certain pieces, and the supportive atmosphere at the sale. The article provides a glimpse into the fashion industry and highlights the importance of inclusivity and camaraderie among women. [Extracted from the article]

The article emphasizes the importance of effective marketing for medical practices despite the busy schedules of physicians and staff. Topics discussed include practical tips for integrating marketing into daily workflows, such as distributing tasks and optimizing short breaks, leveraging patient feedback to enhance online reputation; and utilizing do-it-yourself (DIY) marketing platforms to manage promotional efforts efficiently.

A webinar hosted by BioSpectrum and BioStartUps focused on the importance of proper marketing strategy and intellectual property (IP) management for the success of biotech startups. Experts from various backgrounds shared their views and experiences on IP management, marketing strategies, and the role of digital marketing. They emphasized the need for startups to formulate revenue models early, educate stakeholders about their products, and establish a strong brand identity. The speakers also discussed the significance of digital marketing in reaching clients and building credibility, as well as the strategic importance of IP rights in innovation and differentiation. They concluded that startups should align their IP strategies with operational realities and adopt targeted digital marketing strategies. [Extracted from the article]

The article examines the decision by toy manufacturer Mattel to release a gender-neutral doll as part of the company's Creatable World series. It discusses how the strategy is intended to appeal to consumers interested in social justice while also challenging social stigma.

The article discusses marketing strategies to help law firms and lawyers advertise on social media. Topics discussed include marketing on established online social media platforms to reach a target audience, law firms' assessment of what they are trying to achieve in their social media presence, and the importance of content strategy and development.

Claudia Marquez, chief operating officer of Genesis Motor North America, says, "At Genesis House, everyone is welcomed as son-nim, our honored guests. The three-floor location features a restaurant, tea pavilion, showroom, stage, library and garden, all of which can be enjoyed whether you are a Genesis owner or not. GENESIS HOUSE, A 46,000-SQUARE-FOOT space, in New York City's Meatpacking District is not just an auto showroom. [Extracted from the article]

The article reports on the expansion of Chinese electric vehicle (EV) maker BYD to challenge established automobile manufacturers outside China. It informs about BYD's opening of showrooms in cities worldwide and setting up of a system to sip its low-cost cars overseas. An analysis of the competitive advantage and sales strategy of China over Western countries in the EV market is presented.

The article states that the South African Olive Association (SA Olive) has revealed that most of the country's olive farming is conducted on small regions of farmland. It mentions that before beginning olive farming, potential farmers should take into account various factors such as consumer demand, and marketing strategies, despite the increasing trend in the consumption of olive oil.

The article offers information on how email marketing 2.0 is shaping a better customer experience. Topics include information on importance of building a long-term relationship with customers; how email marketing is a well-known marketing method that magnifies marketing growth; and how traditional email marketing methods provide customers with a bulk load of messages sent via email.

For decades, Western executives of multinational brands seeking to expand globally have operated under a simple premise: Marketing content and channel selection should be customized to local markets, but Western marketing principles are universal. Firms are particularly quick to export media and ad strategies to developing markets, where advertising and media are more recent developments. Meanwhile, Chinese marketers have developed a unique approach tailored to China’s mobile-first consumer. It relies on the creation of shareable, viral content and the presence of dominant, channel-straddling media giants. It is faster and cheaper and often more effective than the Western marketing paradigm. It also is more embracing of risk. For companies that hope to enter China or grow existing operations there, understanding the Chinese marketing mindset will be essential to achieving success. This article examines the adjustments Western companies must make to succeed in China—and around the world. [ABSTRACT FROM AUTHOR]

The article profiles Mexican-American entrepreneur Daniel Lubetzky and his founding of the food company Kind Healthy Snacks. Topics include his business strategy of social consciousness, his partnership with candy company Mars, and his work fostering peace and diplomacy between Israelis and Arabs in the 1990s.

This article discusses marketing strategies for elder law firms, specifically targeting the senior population. It emphasizes the importance of understanding the unique needs and challenges of seniors and building trust within the senior community. The article suggests various strategies such as hosting educational workshops, creating informative content, and leveraging digital marketing channels like website optimization, search engine optimization, and social media marketing. It also highlights the significance of referrals from trusted sources and networking events for acquiring new clients. The article concludes by emphasizing the importance of providing exceptional service and personalized attention to foster client satisfaction. [Extracted from the article]

The article discusses the importance of having a grain marketing strategy for farmers. It highlights the challenges faced by farmers who did not have a plan and were caught in a difficult situation when corn futures prices dropped. The author provides three alternatives for farmers to consider in order to mitigate their losses and advises them to learn more about grain marketing. The article emphasizes the need for farmers to have a plan and knowledge in order to navigate the volatile market effectively. [Extracted from the article]

The article discusses the looming maturity of commercial real estate (CRE) loans and the potential impact on the market. It highlights the challenges faced by property owners in refinancing their loans due to falling valuations and higher interest rates. The article also mentions the concerns of banks and investors regarding the potential risks associated with the maturing loans. Additionally, it discusses the importance of scale in the credit card business and the consolidation of the industry among the largest issuers. [Extracted from the article]

The authors shares lessons from opening her own independent bookstore Quiet Quail Books and about novel business models. She tells her experience of opening pop-up bookstores at powwows in California and discusses the power of passion and social media to connect with customers and build a network. She explains the significance of being adaptable to the changing ways promoting and marketing a business, as well as of making a presence in places where Native families have the convenience to shop.

Traders are adjusting their positions in response to Donald Trump's perceived defeat in the recent debate with Kamala Harris. Trump Media & Technology Group Corp. shares fell 14% and Bitcoin also retreated slightly. On the other hand, green energy shares gained as investors speculated that Democrats would provide more funding for renewable energy. However, analysts caution against reading too much into these market moves, as the race is still close and other factors, such as the US economy, could be influencing them. The odds of the Democratic candidate winning the election have increased, but it is still too early to make definitive predictions. [Extracted from the article]