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Marketing Strategy

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Building the Perfect Team: 4 Principles, Tried and Tested by Google

Credit: Shutter B / stock.adobe.com What is it that makes some teams so effective while others struggle with inefficiencies, conflicts and a general lack of success? These are questions many companies and managers are constantly facing. With their large-scale project “Aristotle”, the online search giant Google decided to get behind the secret of successful teams […]

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On the Ball: 4 Reasons for Adidas’ Long-term Success

Credit: radub85 / stock.adobe.com Ups and downs With the company nearly 70 years old, Adidas is as robust and successful as ever before. While competitors such as Nike and Under Armour struggled with sales losses in the traditionally competitive US sportswear market, Adidas achieved an annual sales increase of 31%, continued to secure market share

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Pure Gym weightlifting equipment

Pure Gym: The Fitness Market Between Polarization and Customization

Credit: magdal3na / stock.adobe.com Marketing Success Pure Gym’s first low cost gym outlets opened in four big UK cities. Their concept just came at the right time to a country affected by the financial crisis: 24/7 access, modern machines, skeleton staff and, instead of a membership, flexible monthly fees. Seven years later, Pure Gym is

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Groupon app on mobile phone

Groupon: The Rise, Fall and the Here and Now

Credit: wavemovies / stock.adobe.com Stories of Failures & Triumph At the beginning of this decade, international discount plattform Groupon was the start-up of the hour, celebrated by investors and the media. In November 2011, while doubts had been expressed about Groupon’s business model, the company had its IPO. However, after only a year, Groupon fell

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Fritz Kola: Out of the Niche, On to the Shelves

Credit: nitikornfotolia / stock.adobe.com Start-up Success When, in 2003, students Mirco Wiegert and Lorenz Hampl came up with an idea for a new kind of cola, the German market was in the firm grip of multinationals such as Coca-Cola and Pepsi.  Armed with the minimalist slogan ‘vielviel koffein’ (muchmuch caffeine), the entrepreneurs went to take

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Red Tesla car outside Tesla shop

Generation Tesla: From Electric Car to Marketing Phenomenon

Credit: ifeelstock / stock.adobe.com Tesla has grown from an idealistic Silicon Valley startup into a disruptive force in the US automotive industry within a mere 13 years. Cleverly combining a great product, great ambitions and a charismatic, involved CEO, the electric car manufacturer is poised to become a global superbrand. But what can other companies

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