Big companies are finding growth in new markets by harnessing an underused asset—their brands.
Perception and performance have led to a startling fact: The fashion and luxury sector is a market beater.
Consumer goods companies can change the pricing conversation with retailers by thinking first of the consumer.
In their own words
How to digitize the consumer decision journey
Edwin van Bommel, a leader of the McKinsey Digital practice, describes the most important capabilities companies need to develop if they want to become digital. "There's one overarching capability - you need some people who really are able to understand what the customer wants."