On Masters of Scale, iconic business leaders share lessons and strategies that have helped them grow the world's most fascinating companies. Founders, CEOs, and dynamic innovators join candid conversations about their triumphs and challenges with a set of luminary hosts, including founding host Reid Hoffman (LinkedIn co-founder and Greylock partner). From navigating early prototypes to expanding brands globally, Masters of Scale provides priceless insights to help anyone grow their dream ent ...
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Why More Companies Are Getting in on the Resale Game
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Content provided by Harvard Business Review. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Harvard Business Review or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.
For a long time, conventional wisdom ruled that companies should avoid reselling their own products in used condition. There’s the threat of cannibalization, marketing confusion, and tricky logistics that can erase margins. But more name-brand retailers are jumping into resale, says Wharton marketing professor Tom Robertson. Thanks in part to Gen Z with its zeal for sustainability, he says consumer demand is rising fast for reused goods. He sees a revolution where brands cash in on resale, knowing that if they don’t own those customer relationships and sales, others will. Robertson wrote the HBR article “The Resale Revolution.”
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984 episoade
MP3•Pagina episodului
Manage episode 390392541 series 7702
Content provided by Harvard Business Review. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Harvard Business Review or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.
For a long time, conventional wisdom ruled that companies should avoid reselling their own products in used condition. There’s the threat of cannibalization, marketing confusion, and tricky logistics that can erase margins. But more name-brand retailers are jumping into resale, says Wharton marketing professor Tom Robertson. Thanks in part to Gen Z with its zeal for sustainability, he says consumer demand is rising fast for reused goods. He sees a revolution where brands cash in on resale, knowing that if they don’t own those customer relationships and sales, others will. Robertson wrote the HBR article “The Resale Revolution.”
…
continue reading
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