Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop. John Quelch Read Quote
You have lines of people outside Apple stores waiting for the latest iPhone, which adds to the hype around new product launch. So scarcity has value not just in its own right, but as a basis for free PR – it can become a story on the nightly news. John Quelch Read Quote
It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. John Quelch Read Quote
Mention health in most companies, and the cost of health insurance is what comes to mind, not how the company can invest to prevent further escalation in societal health care costs. John Quelch Read Quote
The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market. John Quelch Read Quote
There are distinct categories of consumers, each of which needs to be addressed in a different way. John Quelch Read Quote
It’s pretty challenging in a small country to develop a business school with a world-class reputation because of the problem of attracting a critical mass of top-class researchers. John Quelch Read Quote
Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz’s vision from day one has been to bring quality coffee to the mass market. John Quelch Read Quote
Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one’s going to drink carbonated soft drinks anymore. John Quelch Read Quote
