Spotlight Insights
Case Studies
Articles, books, case studies, and research from the Kotler Marketing Institute on what is shaping marketing today.
ANTA Sports: From Chinese Champion to Global Multi-Brand Sportswear Powerhouse
How a domestic footwear maker became one of the largest multi-brand sportswear groups in the world through a "single-focus, multi-brand, globalization" formula, and whether its hybrid positioning can sustain capital efficiency.
Read moreSingapore Airlines: Sustaining Excellence Through Turbulence
An airline with no domestic market saw 96 percent of its fleet grounded in 2020. This case traces how Singapore Airlines recalibrated its service-driven model through crisis and recovery to record profit.
Read moreSANY Heavy Equipment: Scaling Global Heavy Machinery Through Digitalization and Electrification
How a China-based mining and port equipment maker pursued globalization, digital intellectualization and low-carbon development through a volatile industry cycle, and what it cost in margins and leverage.
Read moreVinFast: Racing Ahead or Running on Empty?
VinFast captured 21.3 percent of Vietnam's car market in 2024 while burning US$1.9 billion in cash. This case asks whether an aggressive growth model can ever translate into sustainable profitability.
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