Markus Christen

StockX is the world’s first “stock market of things”, a consumer marketplace for high-demand, limited edition products that operates exactly like the stock market. The underlying concept is to allow participants to buy and sell authenticated products in a live marketplace where they trade anonymously (with stock market-like visibility).

Published 27 Nov 2017

Reference 6283

Topic Marketing

Industry E-Commerce

Region North America

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Rideau Artisanal Chandlery (RAC) manufactures and sells a large range of artisanal candles through a variety of specialty retailers in Canada and parts of the United States. It has gained market leadership by constantly adding innovative scents to its product line.

Published 28 Aug 2017

Reference 6246

Topic Marketing

Industry Apparel and Fashion

Region North America

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Dow Corning has relied on innovation since its inception but is now facing increasing commodotization of a significant part of its product line. The case is about how customer needs change as markets evolve and mature. In response, the company applied a customer-focused marketing approach to understand how their needs - and therefore customer segments - had evolved over the years.

Published 24 Jul 2017

Reference 6027

Topic Marketing

Industry Marketing and Advertising

Region Global

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Akita, a global manufacturer of injection-molding machines and provider of associated services, lost the sale of a large machine of over 5,000 tons to Fortune Precise Plastic Technology (FPPT) in China.

Published 21 Apr 2017

Reference 5657

Topic Marketing

Industry Machinery

Region Asia

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In 1999, TiVo and Replay Networks introduced the first digital video recorders (DVR) to replace the video cassette recorder (VCR) and move television viewing into the digital age. Experts predicted fast household adoption based on the excitement the DVR had created in pre-launch market research. Almost a decade later, the promised DVR revolution is still waiting to happen.

Published 23 Jun 2014

Reference 5428

Topic Marketing

Industry Consumer Services

Region North America

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Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?

Published 26 Aug 2013

Reference 5641

Topic Marketing

Industry Marketing and Advertising

Region Global

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Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?

Published 26 Aug 2013

Reference 5641

Topic Marketing

Industry Marketing and Advertising

Region Global

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Product bundling is a marketing strategy that involves offering two or more products for sale as one combined product. This strategy is common in a number of industries including software and traveling. Bundles are typically sold at a big discount compared to the sum of the prices of individual items.

Published 01 Nov 2004

Reference 5234

Topic Marketing

Industry Marketing and Advertising

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In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France.

Published 05 Jan 2004

Reference 4844

Topic Marketing

Industry Automotive Transportation/Trucking/Railroad

Region Europe

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A fitness center targets customers with different valuations of its service (depending on the distance they need to travel). Customers also have different utilization rates. Depending on available capacity, more or less heavy users should be attracted. The only available variable is pricing.

Published 01 Jan 2004

Reference 5233

Topic Marketing

Industry Telecommunications Information Services

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