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Category disruption

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Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

News

TOKYO: While eyewear remains a luxury purchase for many Asian consumers, Japanese discount retailers, including Owndays and Zoff, see an opportunity to enter the market with a streamlined model similar to that of Uniqlo.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Article

This article outlines six trends in financial services that are likely to shape the future for marketers, including the sharing economy, fee transparency and artificial intelligence.

News

RICHMOND, VA: Just over half (51%) of US consumers say they’re likely to use sharing economy services for their summer travel bookings this year, a new survey has revealed.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

BEIJING: China's rapidly expanding sharing economy takes many forms, as consumers attuned to the concept are targeted by entrepreneurs with apparently improbable ideas that angel investors and venture capital firms are ready to fund.

News

NEW YORK: Eight in ten US consumers expect to be able to make a purchase directly from a brand, according to new research, emphasising the need for brands to offer a robust direct-to-consumer e-commerce experience as part of an overall digital ...

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This article explores how Grab, a billion dollar ride-hailing startup from Singapore, launched a new ride sharing service with content marketing and local influencers.

News

LONDON: Automotive marketing remains stuck in the past and has yet to catch up with the technological and social changes taking place around the world, according to an industry figure who argues it can usefully learn from the approach taken by ...

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.

Article

This report explores how BMW is tackling the three major business obstacles of autonomous driving, connectivity and electrification.

News

CHICAGO: McDonald's, the quick service restaurant chain, last week unveiled its global growth plan, which included a strong hint that it plans to roll out a home delivery service in its top five market to reignite sales and win back customers.

News

GLOBAL: Top executives from Microsoft and Nokia are among the final round of judges Warc is announcing for the 2017 Warc Innovation Awards.

Article

This event report outlines how Venmo, the peer-to-peer payments app, has built a brand that is loved by consumers despite being in a low-interest category that is linked with negative feelings.

News

GLOBAL: People's trust in the institutions of media, government, business and NGOs has fallen in the past year, according to a new study, which suggests that business is best placed to rebuild trust in the system as a whole.

News

FAIRFIELD, CT: Industrial giant GE has ditched traditional B2B marketing strategies and is instead at the forefront of utilising the latest technologies to showcase its own innovations across the healthcare, transport and energy sectors in which it ...

News

LAS VEGAS: Fiat Chrysler, the automaker, believes that "smart is the new sexy" when it comes to building vehicles which will successfully attract millennial consumers.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article explores the consumer trends set to shape marketing in China for 2017, including the sharing economy, chat bots, data-driven personalization and live video streaming.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.