Group Order chapter Name of the case Starting

Page
1 C1 Argos: Creating customer value amid change and turbulence 53
2 C2 Dyson: Solving customer problems in ways they never imagined 81
C5 Kraft Heiz: One a taste maker now struggles as consumer tastes change 178
3
C6 Shopify: An ecommerce Giant that doesn’t sell to end users 200
4
5 C7 5-hour energy: hours of energy without the beverage 231
6 C8
7 C9 Toyota Developing a million new product ideas every year 292
8 C10 Gillette: Searching for the right price in a volatile market 313
9 C11 Casper: a pricing strategy that flipped the mattress industry 339
10 C12 Target: a serious contender in the same day delivery business 372
11 C13 Ulta Beauty: where the experience is beautiful 406
12 C14 Nestle: integrating marketing communication into daily operations 432
13 C15 Allstate: Bringing mayhem to the auto insurance advertising wars 459
14 C16