CIA® ... How We Combine Market Structure, Market Share, and Market Size to Reveal a Whole New View

A key element of marketing is understanding how to positively influence the sales of your brand and negatively (and ethically) influence the sales of your competitors. The idea stretches from developing positioning statements to studying choice behavior or even addressing … Continue reading

Replacing Business Hunches with Science in Growth Planning

Growth planning often requires making difficult compromises. Striking a balance between addressing current business challenges, beliefs about the future and expectations from shareowners, are examples of such compromises. The final growth plan explains how company and product performance of the … Continue reading