Susan Fournier, Boston University School of Management, Branding
This author has yet to write their bio.Meanwhile lets just say that we are proud sfournier contributed a whooping 28 entries.
Entries by sfournier
Relating to Peapod (2014) Harvard Business School Case (Susan Fournier and Jill Avery) Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers. Three representative case histories are brought to life using extensive quotes from these selected longitudinal interviews. Closes with short […]
Acquiring Zipcar: Brand Building in the Share Economy (2012) Boston University School of Management Case (Fournier, Eckhardt and Bardhi) Griffith knew that the counter-cultural success of his car sharing model could be upset if Zipcar were to be acquired by a Avis, a staple of the auto industry. This said, perhaps Zipcar’s purchase by the […]
Repositioning the Irving Oil Master Brand (2011) Boston University School of Management Case (Fournier) Per Feldwick’s brand equity chain, the creation of shareholder value through branding starts with the capture of resonant and powerful meanings for the brand. Uncovering the meanings that can ground a solid positioning platform is not easy, but the task is […]
Leveraging Consumer Insights to Build the Financial Planner “Brand” (2010) Boston University School of Management Case (Fournier) see attached pdf in zip file In difficult times, management returns to the basics. Are the right business models in place? Are the systems and guiding principles still valid? Is the brand properly aligned with the culture? Is […]
JetBlue: Bringing Humanity Back to Air Travel (2010) Boston University School of Management Case (Fournier and Rini) On February 14, 2007, a Northeastern ice storm left more than 1,000 JetBlue passengers stranded in nine aircraft for up to 10 hours on the tarmac at New York’s John F. Kennedy airport. Over the next five days, […]
Engineering the Experience for Best Buy’s Magnolia Brand (2008) Boston University School of Management (Fournier and Kampel) In December 2000, Best Buy acquired a 13–store west coast retailer of high end audio and video products, Magnolia Hi-Fi Inc., for $87M. This purchase set Best Buy on a growth through acquisition path (see Exhibit 1) and […]
Blogs and the Marketing Mix (2006) Boston University School of Management Case (Fournier and Spiliakos) Examples illustrate the inherent ability of blogs to both disseminate information across the internet at an exponential rate and act as a powerful and influential consumer advocate tool. The iPod battery case also raises questions as to the potential effects […]
Martha Stewart and the ImClone Scandal (2005) Tuck School of Business at Dartmouth Case (Fournier) This case follows the progress of the Martha Stewart brand following her incarceration for insider trading.
Launching the BMW Z3 Roadster (2002) Harvard Business School Case (Fournier and Dolan) James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an “out-of-the-box” prelaunch campaign centered on the placement of the product in the […]