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The Continuing Power of Mass Advertising The Continuing Power of Mass Advertising has put forth new strategies of reaching mass consumers with cost-effective messages without interrupting people.  Consumers have fed up with traditional mass media ads such as TV, and digital, outdoor as well as one-to-one marketing approaches. This consumer attitude which resulted in low recall rates has urged marketers to embrace new marketing tactics to build their brands. Thus marketers are suggested to use an in-between cost-effective approach rather than two extreme approaches to mass advertising and micro-marketing. This approach involves four strategies of Catching People in the Bottlenecks,…

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Introduction: The smarter supply chain of the Future deals with the creation of a smarter supply chain to deal effectively with risks, challenges and meet business objectives. As supply chains have become more interwind and global, it becomes the today’s business demand to have a reliable, robust, sustainable and secure supply chain in the presence of latest technology solutions for instrumentation, interconnection, and intelligence. This paper will enable us to think about the challenges being faced by the supply chain executives and strategies being adopted by them to make supply chain not only efficient and demand-driven but also smarter, thus…

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Introduction: RFID technology adoption and supply chain performance puts light on the empirical research work conducted in Chinese logistics sector to find out the factors affecting the adoption of RFID technology and the relation between RFID technology adoption and supply chain performance for logistics. This work is quite relevant to our course of study as this paper introduces us to the Chinese logistics systems and use of RIFD to make supply chain performance efficient. Summary: This paper with its theoretical base reveals that globalization has demand many national and international firms to incorporate supply chain strategy into their corporate strategy. Moreover,…

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Break Free From Product Life Cycle-HBR Article Review

break free article review hbr

Main Point: In brief, Break Free from Product Life Cycle explains how companies can win the competitive war by applying positioning and repositioning strategies to change their product life cycles.  These positioning strategies as a contrast to the old approach of following the ride down the product life cycle, allow companies to change their offering as they customer mentally categories them. Reverse positioning, breakaway, and stealth positioning are the innovative strategies that can help companies to exploit the vulnerability of established categories without having a new technology. They also help them propel their products backward and forward into the lucrative…

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