NASCAR: Leading a Marketing Transformation in a Time of Crisis

Abstract

• Understand how deep consumer engagement is at the heart of a successful marketing ecosystem

• Analyze focus group videos to understand the needs of today's consumer

• Prioritize the market segments that should be cultivated as the next-generation consumer

• Understand how differing incentives within an industry are at the heart of many marketing problems

• Analyze a complex set of problems and set and manage priorities

• Understand the importance of leadership in a time of crisis

Citation

Anderson, E.T. and Kilibarda, V. (2017), "NASCAR: Leading a Marketing Transformation in a Time of Crisis", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000229