Idea posted: May 2017

Institutions: Columbia Business School   

Acquiring customer data at the point of purchase, including from first-time customers, is not new. However, much of that data for first-time customers often focuses on where the customers came…

Idea posted: July 2016

Institutions: University of Toronto Rotman School of Management   

Products and services fit into certain categories. For example, circuses, theatres and sporting events are all sources of live entertainment, yet they each fit their own category. Categories are defined…

Idea posted: October 2015

Institutions: University of Florida Warrington College of Business Administration    University of Chicago Booth School of Business   

Through a series of experiments, two researchers from the University of Chicago (PhD candidate Yanping Tu, now at the University of Florida, and professor Ayelet Fishbach) revealed that the old…

Idea posted: March 2015

Institutions: University of Southern California Marshall School of Business    University of Toronto Rotman School of Management   

Companies marketing a new innovation or a new technology are rarely interested in older consumers, and for good reason. Past research shows that older consumers are much less likely to…

Idea posted: January 2015

Institutions: NUS Business School   

The amount of data we generate today boggles the mind. As much as 90% of all data in the world today was created in the past 2 years, writes Keith…

Idea posted: October 2014

Institutions: ESMT European School of Management and Technology    Stanford Graduate School of Business   

Crowdsourcing and social media channels have largely replaced the private channels between a lone individual and an organization with a public debate in which external contributors not only submit suggestions…

Idea posted: August 2014

Institutions: University of St. Gallen   

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…

Idea posted: May 2014

Institutions: University of Michigan Ross School of Business   

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…

Idea posted: December 2013

Institutions: Cranfield University School of Management   

What drives customers’ attitudes and behaviours? This is the golden question for marketing executives, who often rely on data from surveys, focus groups, interviews, etc., in the hopes of trying…