Summary
Selling profitably to business-to-business companies has become more challenging for vendors as globalisation has dramatically increased sourcing options for buyers. Added to this, the rise in importance of professional procurement departments has restricted sellers' ability to capture value from their products. However, there are cases where sellers have successfully countered this trend by moving negotiations away from product price and into discussions about the unique value their offer creates. And others have constructed innovative charging models to better capture value. Using examples from the mining industry and Michelin tyres, the authors outline five critical steps involved in achieving value extraction.

Summary
DuPont, the global applied science corporation, wanted to raise awareness of its work, in particular in the fields of environment and energy, in order to establish itself as a thought leader. It also wanted to boost awareness and conversation about global issues such as population growth and food security. It sponsored a series of broadcast programmes on BBC World Service; it also created a series of mini-documentaries; hosted events; and engaged its target audience through social media. A post survey of business decision makers in six countries showed that awareness increased by 10%, reputation by 13%, consideration by 5%, recommendation by 10% and recognition by 8%.

Summary
In Bangladesh there are more than 200 mills producing cheap steel products by using imported and locally available ship scrap, but only a few of these mills use imported billet to produce high-quality mild steel rods. Abul Khair Steel Mills planned to double its market share by educating consumers - its main targets were real-estate developers and independent house builders - about the differences in steel quality and the dangers of using a low-grade product. The campaign "1% lacking, 100% risk" used TV and press and featured businessmen in a variety of situations persuading consumers to buy faulty goods. Subsequently, the firm's market share grew from 10% to 27%.

Summary
Describes the viral success of an online video by Corning, a global glass manufacturer that wanted to reposition itself away from its historical association with Pyrex glass cookware, a brand it sold 15 years ago. 'A Day Made of Glass… Made Possible by Corning' - which offers an engaging view of how the company's glass technologies and products could improve consumers' lives in the future - is nearing 20m views on YouTube. This success has been achieved despite Corning breaking several conventions of online video, namely: length (the film is over five minutes long), branding (the corporate logo is consistently present) and sector (only videos from B2C brands usually generate substantial sharing). The video's unexpected consumer traction required a multi-lingual response strategy from the company in order to answer the many queries it generated from fascinated viewers all around the world. Corning has since followed up with a second video, including an even longer 'unpacked' version with accompanying commentary.

Summary
Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends; however, RAMP had to overcome years of deeply engrained tradition in Texas, where the business and tradition was most firmly seated. To do this, Cargill demonstrated the claim that cattle fed with RAMP would gain an average of 15 pounds more in 180 days compared to conventional feeds. For 12 months, volume tripled vs. goal and market share jumped to 25%.

Summary
UK gas generator manufacturer Peak Scientific faced fierce competition from larger rivals. Nevertheless, the firm wished to expand into new territories and launch a new product range. During research for this campaign, Peak Scientific established that its previous marketing had over-emphasised innovation and NPD at the expense of getting across a core brand message. So new communications were strongly branded, with compelling and memorable messaging presenting Peak as dynamic and contemporary. The lynchpin of the communications was a new tagline: "We have nothing to declare but our Genius". This activity helped to achieve a 5% increase in overall market share.

Summary
Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends. Superior in nutrition, ease of use, and consistency vs. the old method, RAMP had to overcome years of deeply engrained tradition. And it had to do so where the business, and tradition, was most firmly seated - Texas, the cattle capital of the world! In just four months following launch, volume tripled vs. goal, revenue grew nearly 300% and market share jumped to 11%.

Summary
This paper provides an overview of the global energy industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries. It contains a list of further information sources and reading.

Summary
This paper provides an overview of the ocean energy industry, primarily in the United States. Ocean energy is the energy carried by ocean waves, tides, salinity and ocean temperatures, which is said to be the next hope for replacing the world's reliance upon fuel energy within the next 20 years. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.

Summary
ELGA Labwater provides water purification products for laboratories. As major competitors began to respond to the growing requirement for flexibility within laboratory environments, ELGA decided to invest in a research and development project to increase its market share. The PURELAB flex is aimed at the high-specification end of the market. The ‘flex’ has enabled ELGA to rationalise their offer and product range. The new product has led to penetration in new markets, and uplift in ELGA sales attributed to ‘flex’ is already more than 100% higher than forecast.