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The use of analytics to market the sustainability of “Unique” products

Author

Listed:
  • Clare L. Comm

    (University of Massachusetts Lowell)

  • Dennis F. X. Mathaisel

    (Babson College, Babson Hall)

Abstract

Creating a “unique” or differentiated product is every company’s goal. But, how does the company sustain its product’s uniqueness? While sustainability is popular, it remains an elusive goal for entrepreneurs of unique products. It is elusive because the concept of sustainability is difficult to market to those who are resistant to change, who question the need for sustainability concepts, or who are reluctant to purchase differentiated products. Can marketing analytics help? This paper presents a case study of where analytics did support an effort to market a product that was considered unique and difficult to sustain without analytics in a competitive market. The case is Domino’s AnyWare™.

Suggested Citation

  • Clare L. Comm & Dennis F. X. Mathaisel, 2018. "The use of analytics to market the sustainability of “Unique” products," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(4), pages 150-156, December.
    • Handle: RePEc:pal:jmarka:v:6:y:2018:i:4:d:10.1057_s41270-018-0038-6
    DOI: 10.1057/s41270-018-0038-6
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    References listed on IDEAS

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    1. Subramanian Balachander & Axel Stock, 2009. "Limited Edition Products: When and When Not to Offer Them," Marketing Science, INFORMS, vol. 28(2), pages 336-355, 03-04.
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