Pattie Maes and Her Agents Provocateurs
Artificial intelligence research used to focus on teaching machines to think. Until a Belgian MIT professor taught them to shop.
July 1, 2000 Glenn Rifkin
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How the Boston Red Sox Touch All the Branding Bases
You need to win it all to create a powerful brand, right? Think again. This baseball team hasn't won it all since 1918, but fans keep coming back.October 1, 1999 by Glenn Rifkin -
Nonprofit Entrepreneurs: How WGBH Markets Its Brands
This broadcaster has built and leveraged powerful commercial brands, all while keeping a careful eye on its nonprofit mission.July 1, 1999 by Glenn Rifkin -
MACH 3: Anatomy of Gillette's Latest Global Launch
Can a consumer product be launched globally in a short time? It can if sufficient resources and time are allocated to planning the effort.April 1, 1999 by Glenn Rifkin -
How I.D.G. Builds Knowledge-Based Brands on Seven Continents
This publishing and research company creates high-performance brands in country after country. It does so by sticking to its entrepreneurial roots.January 1, 1999 by Glenn Rifkin -
How Richard Branson Works Magic
Though more known for his legendary publicity stunts, Richard Branson has led Virgin Group to success with a singular, flamboyant style. Learn the secret of how he tackles the big bad wolves of many industries.October 1, 1998 by Glenn Rifkin -
Post-Merger Integration: How I.B.M. and Lotus Work Together
To create a successful merger requires respecting each partner's differences. It also requires procedures for settling disputes and integrating workforces strategically.July 1, 1998 by Glenn Rifkin -
Competing Through Innovation: The Case of Broderbund
As product life-cycles become shorter, the ability to innovate becomes a more important factor. But how do you innovate consistently? And how do you manage creative people whose jobs require them to "think differently"? Broderbund shows the way.April 1, 1998 by Glenn Rifkin -
How Snap-on Tools Ratchets Its Brand
The way to create a world-class brand is to give customers what they need, when they need it, and never let them out of your sight.January 1, 1998 by Glenn Rifkin -
How Harley Davidson Revs Its Brand
Harley-Davidson has been able to build a community of enthusiasts around its brand that includes members from very diverse groups, and with almost no advertising. How does the king of heavyweight motorcycling keep its fans so loyal? It gives them a reason to "belong."October 1, 1997 by Glenn Rifkin -
How the National Basketball Association Put the Bounce in Basketball
Once a purely American sport, basketball has been transformed by the N.B.A. into a global phenomenon. What marketing lessons does the N.B.A. teach? If you promote it, the fans will come.July 1, 1997 by Glenn Rifkin -
Growth by Acquisition: The Case of Cisco Systems
Cisco Systems plans to dominate its market and is well on the way, having acquired 14 companies since 1993. While many acquisitions bring with them attendant stress, Cisco has more than doubled its sales and net income in 1996. The secret: not just buying, but finding organizational synergies prior to the purchase.April 1, 1997 by Glenn Rifkin -
How to "Truck" the Brand: Lessons from the Grateful Dead
Sound marketing principles from an unlikely source, the Grateful Dead rock group. Jerry Garcia and his fellow musicians emerged from the non-materialistic counterculture of the 1960's to create an exceptionally strong and lucrative brand name that has stood the test of time, and even Mr. Garcia's death in 1995. The basis of the Grateful Dead brand was the group's sustained personal relationship with its customers, derived from an unusual dedication to playing its distinctive and improvisational music at live performances.January 1, 1997 by Glenn Rifkin -
Finding Meaning at Work
October 1, 1996 by Glenn Rifkin -
The Right Path to Knowledge Management
April 1, 1996 by Glenn Rifkin -
The Art of Hypercompetition
April 1, 1996 by Glenn Rifkin
All articles by Glenn Rifkin
Elsewhere in s+b
Leading a Company That Wants to Change Lives through Sports
by Ulrich Störk, Nadia Kubis, and Art Kleiner
Good Leaders Don’t Disappear
by Jesse Sostrin
Leading a Bionic Transformation
by Miles Everson, John Sviokla, and Kelly Barnes
