by sitemanager | Jul 8, 2016 | Uncategorized
It is really amazing that almost 20 years have passed since the landmark article “Modeling Consumer Choice Among SKUs” by Peter S. Fader and Bruce G.S. Hardie in the Journal of Marketing Research (November, 1996). The following year,...
by sitemanager | Jun 27, 2016 | Uncategorized
The Canadean Soft Drink Strategy Congress was recently held in Madrid. Pedro Antonio Garcia Lopez, our friend and partner at Itaca Alternative Consulting, was the chair of the event. Middlegame was eager to hear about the conference and Pedro Antonio agreed to give us...
by sitemanager | May 20, 2016 | Uncategorized
During a recent presentation, I had to pause when I was asked what I meant by FMOT. I hadn’t really thought about it, but it had been more than a decade since Procter & Gamble first explained in 2005 how their strategies were targeted at winning the first moment...
by sitemanager | Apr 2, 2016 | Uncategorized
For those of us with a formal marketing education in the last century, the idea of the 4Ps was the first thing drilled into our lexicon. Thanks to E. Jerome McCarthy, whose textbook many of us had for Introduction to Marketing, we all can cite the 4Ps: Product, Price,...
by sitemanager | Mar 11, 2016 | Uncategorized
While catching up with an old colleague last month, we each shared what we had been working on and swapped opinions on a number of business activities. As the conversation progressed, he suggested that what I was describing at Middlegame was an analytical solution for...
by sitemanager | Feb 27, 2016 | Uncategorized
In our last blog, we explained the core technology that drives the foresights that Middlegame provides: Competitive Interaction Analysis (CIA)®. During a recent conversation, one of our clients commented that CIA® was a clever way to uncover...
