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

Clare L. Comm () and Dennis F. X. Mathaisel ()
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Clare L. Comm: University of Massachusetts Lowell
Dennis F. X. Mathaisel: Babson College, Babson Hall

Journal of Marketing Analytics, 2018, vol. 6, issue 4, No 5, 150-156

Abstract: 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™.

Keywords: Business analytics case study; Marketing unique products; Sustainability; Differentiated product (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1057/s41270-018-0038-6

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