Marketing plan for legalized recreational marijuana?
This is hardly a far-fetched idea. The states of Colorado and Washington legalized pot in 2012 and in the most recent election Alaska, Oregon and the District of Columbia have followed suit. So here we have a new growth industry falling into the laps of entrepreneurs.

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“I don’t subscribe to the notion that companies exist to create value strictly for their shareholders. I think they are there to create value for their customers, and that gets to the mission of the company. And ultimately, doing that, they create value for society. If they forget about that, they have no legitimacy, they…

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The conventional wisdom in the public relations business is that being a good corporate citizen is “good business.” Companies that invest in socially responsible activities are believed to receive some payback in the form of goodwill or good publicity. Remarkably this may not be the case.

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For some reason, consumers often find the underdog more attractive than the category leader, according to research done by Harvard Business School Professor Anat Keinan. In this article, we examine some of the drivers that makes underdog marketing successful.

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