Open AccessEverybody Loves Joe
Author(s) -
Henry B. Balfanz,
Gary J. Brunswick
Publication year - 2013
Publication title -
journal of business case studies
Language(s) - English
Resource type - Journals
eISSN - 2157-8826
pISSN - 1555-3353
DOI - 10.19030/jbcs.v9i4.7957
Subject(s) - reputation , promotion (chess) , advertising , wonder , marketing , business , law , political science , psychology , social psychology , politics
This is a case about an entrepreneur who has spent his entire life riding, fixing, and selling bicycles. While the business is a family business, there is little doubt that it revolves around the owner and his reputation as not only a smart businessman, but also as a very honest, friendly, approachable individual. The case discusses the business in detail, from the early days to the present. The owners of the business, Joe and Cheryl Russell, have seen the marketing landscape change greatly in the past thirty-five years. Making advertising decisions is not as easy as it used to be, thanks to all the new media choices. In addition to making the proper selections, the Russells also wonder if they are spending too much money on advertising and promotion. Many other bicycle dealers spend much less on promotion than the Russells do.