Pepsi’s ad failure shows the importance of diversity and market research

At last year’s Cannes Lions Festival, PepsiCo’s president Brad Jakeman energetically talked up its decision to form Creators League Studio, a new in-house content creation arm. Laying down the gauntlet to ad agencies, he barked: “Instead of five pieces of content a year, a brand like Pepsi needs about 5,000 […]

Start-up Failure Rates Vary — Choosing the Right Industry Matters

I’m following up my posting of a few weeks ago on new business failure rates where I said that there are considerable differences across industry sectors in business failure rates. Below is Figure 7.1 (p.113) from my book Illusions of Entrepreneurship: The Costly Myths that Entrepreneurs, Investors, and Policy Makers […]

Are Startup Failure Rates as Bad as They Used to Be?

The chances of your business surviving past the five-year mark are somewhat better than they used to be, says one economics expert. According to research and commentary from Dr. Scott Shane, professor of economics and entrepreneurial studies at Case Western Reserve University (and long-time SBT contributor), startup failure rates have declined […]