• Case Study
     -  Richard F.
    November 04, 2014

    In late 2013, Kiwi shoe polish was losing its market share in Kenya. The African country is a growing market for shoe polish as more and more people work in sectors where having polished shoes in the …

  • Case Study
     -  Richard F.
    February 29, 2016

    Did you know that the Kellogg’s cereal enterprise was started in a sanatorium at Battle Creek, Michigan just before the turn of the century in 1898? It sounds crazy, but that's where the …

  • External Analysis
     -  Richard F.
    March 07, 2015

    Exchange theory holds we base decisions on the relative benefits of the options, and make most-pleasure-least-pain choices unless we have ulterior motives. Marketers hope to influence these outcomes …

  • Insight
     -  Susmita B.
    November 14, 2014

    If revenue is the heart of a business, then customer satisfaction can be considered the lungs. A business has to keep its customers satisfied at all times to survive in highly competitive …

  • Insight
     -  Richard F.
    August 21, 2015

    In the world of business, the temptation is always there to go for the quick win. There are however longer-lasting benefits available from sustained efforts. This is because consumer conversions …

  • Case Study
     -  Ramu I.
    March 19, 2015

    SoleRebels is a family owned business that was co-founded by Bethlehem Tilahun Alemu in 2005. It is based in Ethiopia and focuses on handmade footwear.  It has created plenty of employment …

  • Case Study
     -  Richard F.
    May 20, 2015

    Content marketing, be it video, audio, images and written content, has the task of influencing consumers so their business comes our way. Consumers have to be sufficiently interested in the topic to …