Filter by Category: Marketing.

Dominate International Growth

How does a company that has dominated international growth in other countries approach its go-to-market strategy in the United States? What barriers will they encounter, and what type of partnerships will it take to succeed? Solinftec, a digital agriculture technology...



Disrupting Your Own Market

Can an easily recognizable brand be a disruptor in its own market? Mantiqueira, the leading Brazilian egg producer with sales around US$ 200 million per year deeply invested in the traditional market, is testing the limits to find out with a vegetable-based egg....



The Story Behind the Numbers

“In reality, financial statements are simply a reflection of what non-financial managers are already doing and thinking about. The difference is that in a financial statement, activities and decisions are being measured by a dollar sign rather than other metrics...



What’s on your Electrician’s Cart?

In hindsight, it sounds simple to say that customer-facing employees at Consolidated Electrical Distribution (CED) were able to substantially impact the work of their electrician customers by creating a cart. However, the process of getting there can be described as...



What Do Sales Managers Manage?

Dr. Scott Downey says there is a well-studied chain of events in business that shows the relationship between employee activities and company profits called the Service-Profit chain. The concepts are simple to understand: satisfied employees provide good service,...



Improving Brand Value

Journal Authors: Heinonen, K; Campbell, C. and Ferguson, S. L. Journal: Strategies for creating value through individual and collective customer experiences. Business Horizons (2019) 62, 95-104. Reviewer Dr. Luciano Thome e Castro, Clinical Associate Professor Summary...



What’s Going On With The New NAFTA?

What’s Going On With The New NAFTA? The North American Free Trade Agreement (NAFTA) facilitates increased trade and investment between the U.S., Canada and Mexico. While the USDA hailed NAFTA as one of the most successful trade agreements in history that helped...



Former CEO talks investing to grow

Craig Newman has seen the importance of investing in personal, professional and organizational growth over the course of his 37-year career. The retired president and CEO of AgReliant Genetics not only knows the impact continuing education had on his own career, but...



Developing the Relational Element in Agriculture

The first cup of coffee I can remember drinking was with my grandad at the Farmers Co-op in Laverne, Oklahoma. Every Wednesday for the past few decades, he’s brought the donuts and gossiped with the other farmers and ranchers. I’m pretty sure that’s where he gets most...



Do Marketers Need Sales People or Vice Versa?

In preparation for our summer and fall marketing courses, I’ve been thinking a lot about how marketing strategy has changed in my career. If we think about marketing decisions as being structured around four (or five) Ps—product, price, place (distribution), and...