Fountain pens, pens or rollerball pens may be, in the eyes of many, things of the past, for which there is no more room in the world of smartphones, Alexa and speech recognition technology. But by tripling their turnover over the last ten years, long established pen manufacturer Lamy from Heidelberg, Germany, proves that with innovation and targeted marketing, even a shrinking market can be navigated successfully. What’s Lamy’s secret? We investigated a bit.

Josef Lamy, former export manager for US pen manufacturer Parker, Josef Lamy set up his own company in Heidelberg in 1930..

Netflix is seen by many as a start-up but the current video streaming market leader was founded as early as 1997, offering.

In 2004, Nick Woodman offered his company’s first action camera for home use. Ten years later, the former niche product GoPro has become a hip accessory for the social media society; the company went public in 2014, with an evaluation of $2.95 B. We take a look at GoPro’s successful marketing strategy, and its questionable future as a media enterprise.

GoPro has become one of the great success stories of user-generated content marketing, by cleverly capitalizing on both the creativity of their customers, and the dynamics of social media. Their success was based, first of all, on their product.

Pure Gym’s first low cost gym outlets opened in four big UK cities. Their concept just came at the right time to a country affected by the financial crisis: 24/7 access, modern machines, skeleton staff and, instead of a membership, flexible monthly fees. Seven years later, Pure Gym is the UK’s biggest fitness chain with 160+ studios, having taken over its biggest competitor LA Fitness in 2015. Let’s have a closer look at how Pure Gym came to success.

Within only a few years, Pure Gym caused a stir in the UK’s already dynamic fitness industry. Established by serial entrepreneur Peter Roberts and,.