jerryking + marketing + ivey   10

Winning Market Leadership: A Guide for Marketing Plans
December 1996 | Ivey | Terry Deutscher.

Define the arena:
- by customer group,
- by customer benefit
- by technology
- by value-added role

Identifying Attractive opportunities
uUnderstanding the market
Fit with Core capabilities
Competitive Analysis
Ivey  marketing  business_planning  frameworks 
july 2012 by jerryking
Threadless: The Business of Community - Multimedia case
45 min
Product Type:
Harvard Business School, the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs for t-shirts and asking its community of more than 500,000 members to help select winning designs. Threadless encouraged community members to actively participate by critiquing submitted designs, blogging about their daily lives, posting songs and videos inspired by the designs, and, most important, purchasing t-shirts that have won the weekly design competitions. In 2007, Threadless was well on its way to selling more than a million and a half t-shirts. Threadless' success had garnered significant media attention, the New York Times and USA's National Public Radio highlighting its unique community-based business model, and had piqued the interest of large traditional retailers. Nickell, DeHart, and Kalmikoff were now faced with making a decision about a potentially lucrative offer from a major retailer offering to carry large volumes of select Threadless t-shirts in its retail stores. Should they accept?
Threadless  T-shirts  Junior_Achievement  marketing  web_video  Ivey  community-based 
december 2011 by jerryking

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