Annie Wilson: The Growth Dilemma

Cover: 9781647829735 | The Growth Dilemma | Annie Wilson (u. a.) | Buch | Englisch | 2025

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Sprache: Englisch

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Beschreibung

"You always want to grow your brand, but there's a dilemma: the more customer segments you target for growth, the harder it becomes to avoid conflict. Sometimes you do such a good job building a loyal following that attempts to court other customers feel like betrayal to your core. Sometimes, a segment adopts your products without you targeting them, alienating your existing customers. Sometimes, your growth strategy flies in the face of what people have decided your brand means to them. Welcome to "the conflict zone," where brands must navigate these incompatibilities to achieve growth-or face losing customers rather than growing. How did Supreme's attempts to cross over cost the brand its coveted reputation among skateboarders? How did Apple lose one of its most devoted customer bases when it updated a piece of software? What does Gucci do when the cast of Jersey Shore starts toting their handbags around? Marketing experts and professors Annie Wilson and Ryan Hamilton answer these questions, and through dozens of cases provide insight into how brands can drive growth by attracting new segments without alienating or losing their current customers. With a fresh, simple framework for growing without imploding, Wilson and Hamilton show you how to recognize when you're heading for the conflict zone, how to steer clear of it, and what to do if you find yourself in it. Here you'll find a better way to strategically select new target markets and evaluate, monitor, and manage multiple customer segments. The Growth Dilemma is your road map to brand growth"--

Über den Autor

Annie Wilson is a Senior Lecturer of Marketing at the Wharton School of the University of Pennsylvania. She received a PhD in marketing from Harvard Business School. Wilson has consulted for companies in the financial, entertainment, beauty, and fashion industries and given numerous talks on both branding and marketing.

Ryan Hamilton is an Associate Professor of Marketing at Emory University's Goizueta Business School. He received his PhD in marketing from Northwestern University's Kellogg School of Management. Hamilton has served as a consultant to Walmart, FedEx, Home Depot, Caterpillar, ConAgra, Cigna, Visa, and Ipsos, among others.

Erscheinungsjahr:	2025
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
ISBN-13:	9781647829735
ISBN-10:	1647829739
Sprache:	Englisch
Einband:	Gebunden
Autor:	Wilson, Annie Hamilton, Ryan
Hersteller:	Harvard Business Review Press
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	160 x 234 x 28 mm
Von/Mit:	Annie Wilson (u. a.)
Erscheinungsdatum:	10.06.2025
Gewicht:	0,522 kg

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