Mitch Daniels, Governor of the State of Indiana, knew he had to make a difficult choice as he sat in his office in December 2010. Should he aggressively push the state legislature to pass comprehensive education reform-a major priority of his administration-or, instead, push for a new "right-to-work" law that he believed might be critical to improving his state's competitiveness? He was concerned that he wouldn't be able to do both during his second term. He prided himself on being an action- and results-oriented governor. He prided himself on being able to work with both Democrats and Republicans in the state legislature. In the elections of fall 2010, the Republicans regained control of the Indiana House of Representatives. Passage of a right-to-work law was not a major part of their election platform because of the union opposition they thought it would generate. Quietly, however, Republicans did support a right-to-work law that was expected to attract more jobs to the state in a very difficult economic environment. Daniels had to weigh the political ramifications as he considered which initiative to pursue. He knew that despite his various accomplishments, this choice would likely impact his legacy as governor. As he weighed the decision, Daniels began to jot down notes about the tradeoffs relating to his various options.
The Wits Reproductive Health and HIV Institute (WRHI), a South African non-government organization, played a crucial role in turning the tide in the fight against HIV/AIDS in Africa. The organization significantly influenced the national response to the HIV/AIDS epidemic through its credibility, research output and multiple stakeholder engagement. The collaborative multiparty relationships between WRHI's stakeholders were a key component of the organization's success. However, WRHI's sustainability faced serious challenges in the rapidly changing operating environment, particularly since the organization was totally dependent on funders. What strategic initiatives should WRHI pursue?
In 2010, Zhejiang Geely Holding Group Co. (Geely Holding) acquired Volvo from Ford Motor Company. In early 2011, various questions remained about Volvo's strategy and the long-term integration plan for the acquisition. With the acquisition of Volvo, Geely Holding gained access to a global dealership network, sophisticated automotive technology, and management know-how. A successful integration of Volvo could help Geely Holding improve its own line of cars for global markets and position Geely as a unique brand in the fiercely competitive Chinese automobile industry. Volvo's new management announced that its goal was to more than double global sales to by 2020, with half of the volume coming from sales in China. The company was also intent on expanding Volvo manufacturing in China and developing a new luxury car for the China market. To implement the plan for growth, Volvo would have to address various issues, such as the future of the Volvo brand, the integration between the European and Chinese organizations, and the relationship between the China-based Geely automobile business and the global Volvo Company.
Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 1, What Is Branding Really About? (15 pages), the author explores the concept of branding, its role in marketing, and branding mistakes that business managers often make. He explains how a successful brand creates a connection with the customer and the importance of strategic product positioning. He outlines shared characteristics of successful brands and explains how compelling brand messages cut through modern communication "clutter." He also presents a framework for strong brand development, which includes articulating elements such as value proposition, competitive advantage, and business potential.
Briefly describes content of case. Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 2, The Positioning Statement, Emotions, and Brand Equity (53 pages), the author examines at length the critical components of brand building. The first is the positioning statement, which brings together information about customer needs, competition, and consumer benefits in a "blueprint" that guides all marketing efforts. Using well-known brand examples, the author explains each aspect of a strong positioning statement and provides practical guidance for developing a statement. Second, the author explains the importance of understanding the customer's perspective to create an emotional relationship between brand and customer; he also outlines a process for gaining consumer insight, summarizing research on emotions and behavior. Third, the author explains brand equity, how to build it, and its benefits. He looks at how to measure equity, summarizes several basic methodologies, and reviews high-value brands in the real world.
Briefly describes content of case. Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 3, Branding Applications (32 pages), the author explores five different areas for branding outside of product marketing, providing background and practical insight on developing brands for corporations, employers, individuals, global markets, and countries. First, drawing on the example of General Electric, he highlights the importance of corporate values, vision, and mission. Second, he explains the importance of a strong internal or employer brand, aimed at creating a robust and positive culture for employees. Third, he discusses the emerging concept of a personal brand for networking and job search purposes. Fourth, he explains the development of the transnational and global brands. Finally, he presents a model for building a country's brand in the global economy.
Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. Chapter 4, Building Strong Brands (51 pages) introduces a five-stage model of brand development: market analysis, strategy development, positioning, brand development, and brand marketing. The author examines the market analysis stage in-depth, including different research methods, challenges, and outcomes. He considers the importance of innovation in branding and presents a three-phase innovation model of preparation, ideation, and follow-up. He provides detailed, practical guidance for a successful ideation process in five steps: situation analysis, planning, team selection, the meeting itself, and implementation. He also explores other brand elements, such as the name, visual representation, and taglines with analysis of the psychology behind each and a review of real world examples. Finally, he explains brand architecture and related initiatives.
Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 5, Branding in the B2B World-New Opportunities (18 pages), the author explains how business-to-business marketers can develop strong brands and increase marketing efficiency by following the branding practices of consumer marketers. He outlines five ways for managers to adopt these practices: First, gain an in-depth understanding of customers. Second, maximize the value proposition. Third, communicate consumer value prevent buyers from demanding lower prices. Fourth, align marketing and sales operations to avoid the more costly and less efficient "silo" mentality. Finally, deepen the consumer relationship to build brand trust and generate loyalty. The author explains key aspects of each best practice and includes practical guidance for application in business marketing.
Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president and founder of The Pathfinder Group and instructor at New York University. Gronlund provides an in-depth analysis of branding and the requirements of successful brand development. He explores critical concepts including market positioning, brand equity, and content marketing as well as the implications of continuing changes in the market environment due to technology. Using illustrative examples from well-known brands and summarizing important research, he provides practical guidance and insight for both managers and students. In Chapter 6, Marketing Today: Branding for Digital Marketing and Social Media (11 pages), the author considers how technological advances in the past decade have impacted branding. He explains how mass marketing has evolved into more targeted micro-marketing and how the internet has impacted purchasing behaviors. He looks at the rise of content marketing and how it applies to six types of marketing. He says that increasing market segmentation challenges managers to deliver more tailored messages to more individualized customer groups, and presents five critical concepts to help managers engage customers as well as outlines important implications for branding. He also provides five issues to consider when contemplating branding in social media. He concludes with a list of 20 principles to guide the development of strong brands.
Line managers are taking on duties that once belonged to human resources. They can benefit from emerging best practices and can start by asking and answering the five key questions the author explores.
An analysis of more than 25,000 earnings calls made by publicly held U.S. companies reveals that the tone of calls is markedly different depending on the time of day--and stock returns over the next quarter reflect that tone, with negative calls associated with abnormal negative returns. Managers should consider these findings when scheduling calls and be aware that, for example, a 3 PM call is likely to have a far more negative tone than an 8 AM call.
A series of studies reveals that the warning labels added to risky products can make those products more appealing to consumers. The mere inclusion of a warning builds trust, because consumers feel that the seller is being honest--and over time that trust becomes more prominent, while the substance of the warning fades.
The personal traits your top people possess matter much less than what they actually do every day. Kevin Sharer, former chief executive at Amgen, argues that your greatest job as a CEO is to define the behavior you want the leaders of your organization to exhibit--not by dictating the behavior from on high but by involving the leaders themselves in the process of defining it.
How Walmart listened to its critics and demonstrated that taking on large social issues, such as providing help in the aftermath of Hurricane Katrina, recycling, and hiring war veterans, can be compatible with building a strong business.
This case addresses one over-arching problem - a broken career development system - and two concrete manifestations (symptoms) of the problem at CH2M HILL, an employee-owned engineering services firm. The first manifestation of the problem was unusually high voluntary turnover, at least by CH2M HILL's standards, among newer employees. The second was a lack of qualified internal candidates for top jobs. The voluntary turnover problem was the most immediate issue. Exit survey data and engagement survey data pointed to a lack of advancement opportunity as the main reason for high voluntary turnover among new employees. The second problem was less acute but still serious. Though CH2M HILL thought of itself as a career employer, fewer than 25 percent of top managers in early 2012 had been promoted from within. Internal candidates were not filling positions near the top and some top positions were vacant for months because the right person could not be found for the position, inside or outside the company. Both problems suggest the larger issue needs to be addressed -organizational careers need to be reinvented in the firm. Jan Walstrom, Chief Learning Officer, had been charged with rebuilding CH2M HILL's career development systems and processes. It fell to her to determine what steps she could take to solve the over-arching career development challenge while addressing the two concrete manifestations in the short run.
Janine Robitaille, Executive Director of Interfaith Partnership for the Homeless (IPH), contemplated the future of the non-profit organization she had led for the past five years. IPH had served the homeless community since 1984 and assisted individuals and families by meeting their immediate needs, helped them find safe, affordable housing, and provided continuing support through long-term case management services. The recent publication of the 2010 annual report provided Janine and her staff an opportunity to reflect on their accomplishments, especially given the financial challenges brought about by the 2008 recession. Janine pondered several challenges facing her staff in the coming year. Nearly all programs at IPH were operating at capacity. The Emergency Shelter, which provided nightly refuge for 30 single men and women, was full. The Drop-In Center had reached the limits of the existing facility and could no longer meet the growing demand for daytime services. There was a waiting list for permanent housing and increased competition for scarce government resources would require stronger evidence of their programs' effectiveness. IPH needed to develop and grow corporate, organizational, and individual sources of support to reduce dependence on government funding; increase in-kind donations; and more effectively use volunteers to reduce operating costs. Janine considered several possibilities. Should they pursue additional capacity in permanent housing as a means for creating more sustainable funding? Was it time to find a bigger facility for the Drop-In Center that would provide space for new partnerships with other providers and increased services for those in need? Did it make sense to expand services or operations in another neighborhood or county? The difficulty was determining which alternatives to pursue and how to fund the existing operations. Janine felt it was probably time IPH engaged in some formal strategic planning.
In July 2009, Vale NL began building a $2.17 billion nickel refinery in Long Harbour, Newfoundland and Labrador. The refinery would bring economic prosperity by creating 1,600 to 2,000 jobs during construction and 400 to 500 permanent jobs in an area of high unemployment. The project's environmental assessment process began 2006 and the company had successfully completed the required environmental impact statements for the government. A major environmental issue was the disposal of tailings from the refinery, and the approved solution was to store them in a natural lake known as Sandy Pond. Members of several environmental NGOs had opposed the use of the lake as a "tailings impoundment area" and formed the Sandy Pond Alliance for the Protection of Canadian Waters (SPA). The use of natural lakes was allowed, but SPA believed that the regulation that permitted the use was inconsistent with environmental legislation. SPA had to decide how to challenge the use of tailings ponds at Long Harbour and elsewhere in Canada, and whom to target in its efforts. Instead of being designed as a management decision-making exercise, this case places students in the position of environmentalists as they decide what course of action to initiate.
As IT innovations in the last years emerged on the consumer market, employees are more experienced in the private than in the corporate use of innovative IT devices and applications. These employees, familiar with the benefits consumer products offer, expect those to be provided by their corporate IT. This trend, referred to as 'consumerization of IT', leads to more and more consumer innovations infiltrating companies. In particular, mobile consumer devices are currently spreading into companies, strongly pushed by top management, and create several challenges to Chief Information Officers (CIOs) around the globe: 'What IT costs are associated with the use of mobile consumer devices?', 'How will corporate use of mobile consumer devices affect IT management?', and 'How to introduce an IT service for corporate as well as personal mobile consumer devices?'. OMEGA Group, a multi-national company with 50,000 employees, wants to leverage the potential of mobile consumer devices for corporate purposes. Therefore, these questions have to be addressed and answered by its CIO. The teaching case is designed to introduce the characteristics of consumerization and associated challenges for IT management. The case uses selected information systems methodologies and frameworks.