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Current s+b Issue

s+b’s consumer products coverage encompasses a wide range of industry topics, from articles about branding, brand loyalty, and brand strategies to insights on consumer spending, consumer behavior, commoditization, luxury markets, and fast-moving consumer goods. We also feature articles on marketing consumer brands. This section is designed to help leaders of household-name companies as they wrestle with new business models and consumer packaged goods strategies.

Consumer Products

Rethinking the Product Launch

by Max Cuellar, Leslie Moeller, and
Heberto Molina

Your customer value proposition is the key to organic growth — for a fast-food chain like Wendy’s, or for any other consumer business.

s+b Trend Watch: Grocery Shoppers Plan to Stay Frugal

According to a recent survey, many of the frugal habits that grocery shoppers adopted during the recession are here to stay.

Competing for the Global Middle Class

by Edward Tse, Bill Russo, and Ronald Haddock

Three types of companies are jockeying for position in emerging economies, seeking to capture the loyalty of billions of new consumers.

An Interview with Douglas Conant

by Art Kleiner

The coauthor of TouchPoints and former CEO of Campbell Soup Company explains how executives build their company’s capabilities by connecting with people more effectively.

Kicking the Sales Promotion Habit

Addiction to discounts is costly for retailers, but in moderation, promotions can boost profits and brand value.

“I’m Still Standing,” Say Consumers

This year’s holiday retail outlook suggests that shopping patterns created during the recession are becoming permanent, but there are still reasons for retailers to celebrate.

The Case for the Brand Ideal

Behind many a successful product, there’s a sharply focused intention to improve lives.

How Ikea Reassembled Its Growth Strategy

During the Great Recession, this iconic Swedish furniture company developed a new way to expand: cutting costs while increasing customer loyalty.

Consumer Packaged Goods: Invest in Shopper Marketing

Retail: Become Better Curators

What’s Your Company’s Facebook LPM (Likes per Million)?

Every company can compare its brand value to that of its competitors based on a readily available scale: Facebook “likes,” adjusted for company revenue.

Making Customer Segmentation Deliver

As the ability to gather sophisticated data grows, here’s a four-step process for making segmentation drive improved performance.

How Coca-Cola Manages 90 Emerging Markets

The world’s largest beverage company has delegated major decision making to individual markets, but it maintains its global brand strategy through collaborative practices.