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Video Case 1: Burton Snowboards

Video Case 1: Burton Snowboards. Recognizing a Business Opportunity Why did it fail in the beginning? What really is their product?* How do they develop a new product? Idea of subculture* (cf. HOG) Marketing Mix for Burton Snowboard A Key Question for the future of Burton.

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Video Case 1: Burton Snowboards

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  1. Video Case 1: Burton Snowboards • Recognizing a Business Opportunity • Why did it fail in the beginning? • What really is their product?* • How do they develop a new product? • Idea of subculture* (cf. HOG) • Marketing Mix for Burton Snowboard • A Key Question for the future of Burton

  2. Subculture & Customer Loyalty • Definition: A group of people with shared value system based on common life experiences and situations • Examples • How do you make customer loyal? • Two Routes

  3. Can Electronics Stores Survive? (WSJ): Where do you shop for electronic gadgets? Losers and Winners What Losers are Doing Best Buy: High end products, support, and smaller stores GameStop: used gadgets Radioshack: mobile devices sales (iPhone*) Is there a future for those losers?

  4. Avoiding Innovation’s Terrible Toll (WSJ): “Average large firms do not live as long as ordinary Americans” Why do some firms die early, while others survive and prosper? How can large companies innovate quickly enough? Ruthless about change: cannibalize yourself! (change from inside) Make frequent acquisitions (change from outside) Luck and timing! Losers: bureaucratic, play defensive, and slow Examples: IBM* versus HP; Apple versus Kodak Does a leader matter? Apple the cannibal? Recommended Reading: Lou Gerstner; Innovator’s dilemma

  5. Apple Drives Comeback of Retail Computer Store (WP): Dell and the direct-to-consumer model  demise of offline channel? Enter Apple* Question: Why does Apple store succeed but Gateway Country Store bombed? Follower: Microsoft  Will it succeed? Bad news for Amazon Reality: Only 7% of total retail sales are through online.

  6. Cellphones are eating the family budget (WSJ) Household spending on restaurants, apparels, and movies. Household spending on cellphones. Why? What would you do if…?

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