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
Keywords
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
Publisher
:Kellogg School of Management
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