The companies who are doing exciting things are smaller, growing, and seldom well known. These companies, with limited resources, must compete against much larger, better known, financially stronger firms. For example, the fascinating time for Nike was the period from their start-up in 1967 until they grew strong enough financially to afford Michael Jordan. They overcame Converse, who dominated the category during the 60 s and 70 s in a way that even Nike doesn t approach today. Since they began using Michael in their commercials, Nike has not done anything interesting from a marketing viewpoint.
Cases become current and relevant, rather than historic.
Students feel like they are dealing with real problems, rather than reporting on past events. The focus must be on problem definition, that is, the real problem, not its symptoms. All Rights Reserved.