IMC 426: CUSTOMER VALUE INNOVATION
FALL QUARTER 2021
In this case, teams took a deep dive into how Chobani leveraged a customer-centric approach to overcome significant challenges, differentiate itself amongst competitors and sustain market dominance.
VALUE INNOVATION
This case explores how capacity to sell consumer product goods and services through e-commerce allowed Direct-To-Consumer (DTC) Brands to leverage a mature digital ecosystem for attractive business model innovations.
DIRECT TO CONSUMER BRANDS
This case analyzes how Salesforce was able to grow quickly in the face of well-established and highly successful competitors. Includes a look into how Salesforce utilized The Four Laws of Behavior Change and focus on Crossing the Chasm to create a new value exchange.
BREAKING THROUGH THE B2B SPACE
This case focuses on voice interfaces, voice-first devices and digital assistants (Alexa, Siri) from the perspective of Google. Provides an analysis of the voice ecosystem, how disruptive the technology is and critical adoption challenges.
VOICE WAR
MANAGING INNOVATION RESISTANCE
Is the Apple Watch disruptive? An analysis of the innovation represented by the Apple Watch and the potential sources of resistance. A focus on how the brand can activate positioning within key target segments to overcome potential sources of resistance.
Working with a real client in the process of creating a new CPG, teams explored possible campaign ideas for the client to leverage at launch. Campaign details included the idea, target audience, tactics and touch-points, and a 6-month timeline.