Marketing & Sales

Article

The new consumer decision journey

– For years, empowered consumers have held the upper hand when it comes to making purchasing decisions. But companies are fighting back.

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MORE INSIGHTS

Article

Back to basics: Creating value through superior products

– Revitalizing product development is an unexplored lever for most private-equity firms.
Article

Overcoming obstacles to digital customer care

– Providing superior digital customer care, or e-care, can lower costs and increase customer satisfaction. Yet it’s easier... said than done.
Article - McKinsey Quarterly

Getting a sharper picture of social media’s influence

– New research shows that buzz plays a greater role than previously thought in getting consumers to buy and that the pool of the... most effective influencers is largely untapped.
Article

How digital marketing operations can transform business

– Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what... customers expect and what they get.
Interview

Reborn in the cloud

– Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services.
Article

Winning in Africa’s consumer market

– For consumer-goods companies, Africa holds much promise—but also many pitfalls. To succeed on the continent, companies must... learn from the failures and successes of others.
Interview

Discussions on digital: Mobile, social, and new trends in consumer expectations

– In a wide-ranging discussion, several leaders in Silicon Valley discuss everything from the prospect of mobile payments taking... off to the future of brick-and-mortar stores and innovations likely to emerge this year.
Article

Three myths about growth in consumer packaged goods

– We expect the sector to grow strongly. The key for companies is to sell the right products in the right markets at the right times.
Interview

Growing by adapting at speed

– How do companies stay ahead when everyone is accelerating? Not by merely adapting to changing conditions, but by doing so quickly... and decisively, according to McKinsey’s Marc Singer.
Article

Incumbents as attackers: Brand-driven innovation

– Big companies are finding growth in new markets by harnessing an underused asset—their brands.
Interview

Building a fast-moving digital enterprise

– Large companies face significant hurdles in transforming into digital businesses. McKinsey’s Edwin van Bommel explains how... organizations can quickly develop digital capabilities.

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