Using the movie exhibition industry as its central case study, a team of researchers studied how the entry of a new movie theatre impacts an incumbent’s theatre movie choices. From the perspective of movie theatres, the movies that bring in more patrons (for example, the big-budget blockbusters or highly popular, recently released movies) are more […]
Read More… from Why Increasing Demand Is Not Always the Answer to New Competition
Entrepreneurs innovating in the technology space often lack the know-how or “specialized complementary assets” within their companies to successfully commercialize their innovations. Consequently, to date, the academic literature on this subject has advised them to contract with or license the commercialization to incumbent companies that already have an established market presence. In the short term […]
Read More… from Should Technology Innovators Participate in the Commercialization Process?
For most consumers, waiting in a long queue is a frustrating experience. There is nothing to be gained from standing in a slow line at the grocery store or waiting endlessly on the phone as a call centre automated voice intones again and again that “your call is important to us.” Most consumers don’t realize, […]
Read More… from The Surprising Benefit of Long Queues for Customers and Business
As more and more people prefer to shop online, an online presence is almost a requirement for just about any kind of bricks-and-mortar company from any kind of industry. Some online companies, however, are discovering the surprising benefits of traveling in the other direction: opening up bricks-and-mortar showrooms, allowing customers to feel and try on […]
Online consumers have come to expect to be able to read customer ratings and reviews as they consider which product or service to buy. On websites such as IMDB, Amazon and Expedia, reviewing the ratings from other customers is an important part of the purchasing process. Rating scales are also used in other contexts, such […]
Read More… from Why Differentiating Rating Scale Labelling is Important
It is hard to resist the pull of emerging markets, such as India and China. Given the immense population in such countries, even the small percentage of the total population that can be considered ‘middle class’ represents huge markets for companies in developed countries. And this new emerging-market middle class is only growing. Succeeding in […]
Read More… from Three Product Innovation Strategies for Emerging Markets and How to Choose
Many managers believe that quality is something that they as managers and decision-makers can control. Quality is internal and stable, unlike prices, which are subject to changing market conditions. Although prices are set internally, of course, these outside market pressures effectively, in the view of managers, take price decisions out of their hands (for example, […]
Read More… from Do Your Managers – Responses to Market Results Damage Profits?
Through crowdfunding, investors choose to participate in new projects by becoming ‘pre-buyers’. The term ‘pre-buyer’ is used because no money changes hands until the venture has enough funds to start operations. If not enough money is raised in the allotted time, the venture fails. The investment occurs sequentially, so that new pre-buyers can see the […]
Read More… from How Crowdfunding Affects Product and Pricing Decisions
How would you describe the impact of your organization’s reputation on overall business performance? Trust may play a big part in building that reputation, but how closely are trust and reputation linked to better earnings? To what degree does your corporate reputation drive the behaviours (recommending, purchasing, investing etc) of your firm’s main stakeholder groups? […]
When marketing their brands, companies will use image attributes, which are the impressions that the brand makes on the mind of consumers. For a car brand, for example, marketers might position their brand on the image of being ‘safe and dependable’ or ‘exciting’ or ‘tough.’ Brand consistency — using the same image or positioning in […]
Read More… from Building a Brand Image Across Multiple Countries
