NASCAR: Leading a Marketing Transformation in a Time of Crisis

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

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. 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

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Publisher

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Kellogg School of Management

Copyright © 2015, The Kellogg School of Management at Northwestern University

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