Markus Christen

The Stock of StockX: Scaling a Digital Business to Greatness

By  David A. Soberman,  Markus Christen
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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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    The Stock of StockX: Scaling a Digital Business to Greatness

    Add to cart
    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).
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      Rideau Artisanal Chandlery: Online, Offline or Bust?

      By  David A. Soberman,  Markus Christen
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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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        Rideau Artisanal Chandlery: Online, Offline or Bust?

        Add to cart popular
        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.
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          Dow Corning Corp. - The Silicone Pioneer: Meet Customer Needs, Exactly

          By  Markus Christen,  Monica Wadhwa
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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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            Dow Corning Corp. - The Silicone Pioneer: Meet Customer Needs, Exactly

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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.
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              Akita Injection Moulding Systems: The Lost Sale

              By  Markus Christen,  Hernan A. Bruno
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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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                Akita Injection Moulding Systems: The Lost Sale

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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.
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                  Digital Video Recorders: Starting a TV Revolution?

                  By  Markus Christen
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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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                    Digital Video Recorders: Starting a TV Revolution?

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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.
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                      Archibald's Black & Decker (A): Solving a Classic Marketing Problem in the Power Tools Division

                      By  Hernan A. Bruno,  Markus Christen,  Hilke Plassmann
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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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                        Archibald's Black & Decker (A): Solving a Classic Marketing Problem in the Power Tools Division

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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?
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                          Archibald's Black & Decker (B): All Aboard For DeWalt

                          By  Markus Christen,  David A. Soberman
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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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                            Archibald's Black & Decker (B): All Aboard For DeWalt

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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?
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                              Bundling - Pure and Mixed

                              By  Markus Christen
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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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                                Bundling - Pure and Mixed

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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.
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                                  Ford Ka (A): Breaking New Ground in the Small Car Market (French)

                                  By  Markus Christen,  David A. Soberman,  Gigi Cothier
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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 01 May 2004

                                    Reference 4844

                                    Topic Marketing

                                    Region Europe

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                                    Ford Ka (A): Breaking New Ground in the Small Car Market (French)

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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.
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                                      Access Services: Pricing for a Fitness Center

                                      By  Markus Christen
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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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                                        Access Services: Pricing for a Fitness Center

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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.
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