Apple started as a computer company, but today it sits at the centre of music, entertainment and even gaming. This case study explores how Apple’s ecosystem strategy has driven its growth and what business students can learn from it.

A visit to a Lush store quickly turns into a discussion about ethics. This blog explores how Lush built its brand around ethical values and why this positioning may allow the company to charge premium prices.

A visit to a Lush store reveals a simple but powerful marketing strategy. This article explores how bath bomb demonstrations, sensory marketing and experiential retail help the brand create memorable customer experiences and stand out on the high street.

Netflix is reportedly close to buying the film and streaming divisions of Warner Bros Discovery. Several major news outlets say Netflix has made the strongest offer so far.