Singapore Airlines’ low-cost carrier

SAG needed a strong brand differentiation strategy for Scoot

Regulars

Alison Davis-Blake
Michigan’s Alison Davis-Blake on the Ross school and women on boards
– Della Bradshaw
Dean’s column
Theodore Levitt’s intellect was both sharp and inspirational
– John Quelch, Ceibs
Should a company’s employees have a say in who manages them?
– Simon Caulkin
Cross

How AT Cross rewrote its future

The US pen maker won a name for stylish sunglasses

1-800 Flowers.com responds to a downturn

Flower delivery company worked with florists to focus on innovation

Maersk Line’s three-phase plan for profit

Denmark-based company was losing $8m-$9m a day before a turnround

Construction Work On The Shanghai Disney Resort Project

Disney rethinks its China strategy

Language schools offered new market

Driveby

BMW’s car-sharing innovation

German carmaker boosted its ‘green’ image by setting up DriveNow

Technogel

Commoditised market innovation

Technogel asked artists to inspire creative uses

Magazine Luiza’s ecommerce strategy

Retail chain recognised the value of its old customers

Gillette’s ‘Shave India Movement’

New tactics revitalised the brand in the country

Takeda

Takeda looks outwards

Japanese drugmaker’s insular culture was harmful