Case study teaching is an essential part of marketing education. So how do you select or create a case, how do you moderate the discussion, and how do you make sure that students learn the right thing from it?

After a big purchase at IKEA, they gave me a 50 dollar voucher to use in their cafeteria. A pleasant surprise at first, but this soon turned to frustration.

As a luxury brand, can you just charge high prices and ‘fake it until you make it’? Or does it take more than that?