by Christian Madsbjerg and Mikkel B. Rasmussen

In 2006 a major European brewing company we’ll call BeerCo was faced with falling bar and pub sales and, despite muscular market research and competitive analysis, couldn’t figure out why. Customers liked its core product, a standard lager, and store sales were up. But something wasn’t clicking in bars, and aggressive promotions weren’t helping. What was wrong?

To read the full article in Harvard Business Review, click here.

[Banner image by Alice Donovan Rouse, via Unsplash]