The Marketing Bureau


Specialist Marketing & Communications Resourecs

25

May

Many-Stop Shopping?


How Niche Retailers Are Thriving on Internet 2.0

First Published on knowledge@wharton

A decade after pets.com and a string of other early Internet specialty retailers collapsed, a new wave of start-ups -- enabled by the power of cloud computing, advanced delivery systems and deep social relationships with customers -- is shaping e-commerce. Read more >>

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26

Apr

'The Democratisation of Fashion'


William Fung and Vera Wang on the Implications of Going Global

First Published on Knowledge@Wharton

Vera Wang built a brand creating wedding-day fantasy gowns for celebrities and socialites. She became a household name, even to the average shopper, although her creations were often too expensive to hang in their closets. Read more >>

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26

Apr

Innovation's Hidden Enemies


by Alessandro Di Fiore
First Published on hbr.org 


Companies the world over find it tough to turn good ideas into great businesses.  Read more >>

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28

Mar

Why Most Product Launches Fail


by Joan Schneider and Julie Hall
First Published on hbr.org

As partners in a firm that specializes in product launches, we regularly get calls from entrepreneurs and brand managers seeking help with their “revolutionary” products. After listening politely, we ask about the research supporting their claims. The classic response? “We haven’t done the research yet, but we know anecdotally that it works and is totally safe.” We’ve been fielding these calls for so long that we can often tell from one conversation whether the launch will succeed. Read more >>

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