Our thought leaders have the inside track on the latest business trends, marketing concepts and profitable growth strategies. In addition to helping clients identify and satisfy demand in all its forms, our thought leaders regularly share their insights on demand strategy in a variety of leading business publications.
Articles
- The Four Best (and Worst) Uses of Market Research (April 9, 2013)
- The Rising Tide Lifts One Boat Most of All (April 5, 2013)
- Marketers: Forget the Spending Plan, Focus on Your Consumer (April 4, 2013)
- Customers Don’t Care About Loyalty Programs As Much As Brands Think They Do (April 4, 2013)
- Why It Pays to be a Category Creator, Harvard Business Review (March 1, 2013)
- February Shows Advertisers Still Love Broadcast Channels (Feb. 19, 2013)
- Lessons in Innovation Leadership: Interview with Marten Pieters (Feb. 14, 2013)
- Make 2013 A Year of Demand-Led Growth” (Feb. 6, 2013)
- Is Latent Demand Netflix’s Secret Weapon?” (Jan. 28, 2013)
- To Spur Growth, Target Profitable “Prosumers” (Jan. 3, 2013)
- Lessons in Innovation Leadership: Bob Gamgort (Dec. 5, 2012)
- Obama Won With Minorities – Marketers Should, Too (Nov. 12, 2012)
- Stagnito Media Retail Leader Special Report (Nov. 10, 2012)
- Four Ways to Build Better Budgets (Nov. 1, 2012)
- Latent Demand: Apple’s Trillion Dollar Secret (Sept. 27, 2012)
- Pig Wings: Creating Demand in a New Category (Aug. 29, 2012)
- Lessons in Innovation Leadership: Jim Kilts (June 6, 2012)
- Give the people what they don’t know they want (May 14, 2012)
- How to Give Your Business Model a One-Two Punch (April 24, 2012)
- CNNMoney/Fortune.com chooses How Companies Win as the top rated of its “5 Books You Can Really Use” list (Nov. 8, 2011)
- The Cambridge Group insights highlighted in Harvard Business Review (July 12, 2011)
- Wheat ThinsTM “Coming Alive with Real Crunch” Nominated for ARF 2011 David Ogilvy Award: The Cambridge Group Insights Cited (March 14, 2011)
Case Studies
How Companies Win
How Companies Win by Rick Kash & David Calhoun
Dave Calhoun, CEO, Nielsen, and Rick Kash, Chairman, The Cambridge Group, introduce a compelling, demand-based business model that companies like McDonald’s, Best Buy, Anheuser-Busch and Allstate are using to win despite today’s competitive business environment.