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  • October 2021
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Sparking Growth at Consumer Reports

By: Christina Wallace
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential digital products and services for younger audiences using digital marketing tests. This case provides background on various social media platforms and their advertising offerings along with details on running "smoke tests" to validate product concepts before investing resources to build them.

Keywords

Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations

Citation

Wallace, Christina. "Sparking Growth at Consumer Reports." Harvard Business School Case 822-035, October 2021.
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About The Author

Christina M. Wallace

Entrepreneurial Management
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Related Work

    • January 2022
    • Faculty Research

    Sparking Growth at Consumer Reports

    By: Christina Wallace
    • January 2022
    • Faculty Research

    Sparking Growth at Consumer Reports

    By: Christina Wallace
Related Work
  • Sparking Growth at Consumer Reports By: Christina Wallace
  • Sparking Growth at Consumer Reports By: Christina Wallace
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