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" Any small business that's predicated on technological innovation and is differentiated and superior can expand globally very effectively using the Internet as a vehicle for promotion. "
John Quelch
Internet
Innovation
Business
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" Consumers around the world are excited to share common experiences. "
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" Paying extra for prime placement can often pay off. "
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" Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore. "
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" If you have market power like Nike, you can set terms that are much tougher because athletes value the endorsement of Nike - it means as much to them as it does to the company. "
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" Understanding place is critical to achieving corporate growth. "
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" In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation. "
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" If you can promise a vital and vibrant research environment as well as great students to your faculty, you can recruit some top faculty. The top faculty on your roster will then help you to attract further top students in your program. "
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" To be a dean, you have to be a salesman as well as a scholar. "
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" Coca-Cola is an American icon. "
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" Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market. "
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" If there is cultural imperialism, it is definitely American. "
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" You have to be willing to totally immerse yourself in China in order to have in-depth exposure to China. "
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" View health as an investment, not an expense. "
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" Ease of navigation is important in both physical and virtual space. "
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" Product downsizing in the face of inflation in order to maintain retail price points has long been used by food companies, notably manufacturers of candy. "
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" The only thing you need to set up a business school is a warm body and a piece of chalk. "
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" You certainly don't want to market the president as if he or she were a box of breakfast cereal. "
John Quelch
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" When we're talking about brand, we're talking about what does the brand stand for. And when we're talking about approval, we're talking about whether or not I approve of what the brand stands for. "
John Quelch
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" A company's commitment to searching out potential blockbusters and then investing in marketing to convert potential to reality attracts and retains top scientists and creatives. "
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" The Trump brand is complicated because it conflates a personal brand with a corporate brand. That means that the Trump persona affects the corporate reputation in a more direct way than, say, Richard Branson's actions affect Virgin. "
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" Every company, large and small, has an impact on health. "
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" Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop. "
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" The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be. "
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" The federal government should not be in the business of initiating and administering short-term incentive programs designed to shape consumer purchase behavior. "
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" If I ask for money, all I get is advice. But if I ask for advice, I end up getting money. "
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" When you have a CEO who is an ex-CMO, that is going to put the marketing tool kit front and center. "
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" There are a lot of thought leaders who don't want to see their students. We don't want to hire them. If students are allured to come to the school because of famous faculties, and if they never see them, that leaves very bad taste. "
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" The opinions of a convenience sample... may not represent all users. "
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" It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. "
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