Sublime

A concentrated strategy is attractive for organisations who are resource-poor, but are facing fierce competition in the market.

modeling learns from both customers who were contacted and others who weren’t.

Can I tailor my products, services, and business identity to address that market’s particular needs?

although the effect dwindled over time, those companies with easier-to-pronounce names outperformed those with difficult-to-pronounce names. A comparable analysis of easy-to-pronounce three-letter stock ticker codes (such as KAR) versus difficult-to-pronounce codes (such as RDO) on the American Stock Exchange produced comparable results.

Review your brand list as if you were a medium-sized competitor brand—would you still use the same list? When the…

Some highlights have been hidden or truncated due to export limits.

For example, if Disney+ is extremely well-known for kid’s entertainment (say it has a +25pp mental advantage), its marketing activities do not have to work as hard…

Some highlights have been hidden or truncated due to export limits.

When you think of car dealers: “The Effects of Supplier Fairness on Vulnerable Resellers” was written by Nirmalya Kumar, Lisa Scheer, and Jan-Benedict Steenkamp. It was published in the Journal of Marketing Research 32 (1995): 54–65.

lack of individual level discrimination –

reactive to the marketplace