Idea posted: December 2022

Institutions: LUT School of Business and Management    Ruhr-University of Bochum    University of Mannheim    SDA Bocconi School of Management    University of Houston Bauer College of Business   

Companies that raise prices might expect some unhappiness from customers, especially if the price increase is seen as deliberate profit-taking. The reaction to Marks & Spencer doubling the price of…

Idea posted: March 2022

Institutions: Emory University Goizueta Business School   

The Internet age, some argue, heralds “the death of distance.” For example, aside from occasional utilitarian factors, such as shipping costs, geography is irrelevant to a purchasing decision. Unlike physical…

Idea posted: September 2021

Institutions: Kellogg School of Management    Ohio State University Fisher College of Business    Universidad Autónoma de Madrid   

A study based on an exhaustive review of the research related to personalized marketing—marketing that is tailored to the interests or personalities of consumers—dissects the psychological and contextual factors that…

Idea posted: February 2020

Institutions: KEDGE Business School    University of St. Gallen    Babson College    University of Melbourne, Australia   

Most major firms have online brand communities to reinforce their connections with customers and increase their reputation, brand patronage and customer spending. These online communities offer satisfied customers the ability…

Idea posted: July 2019

Institutions:

Most people will agree – and academic research supports them – that men and women have different shopping styles. Women are more likely than men to see shopping as a…

Idea posted: July 2019

Institutions: Aston University Business School    Friedrich Schiller University Jena    University of Alabama Culverhouse College of Business    Rhenania Buchversand Koblenz   

The typical customer referral program offers a monetary reward for customers of a product or service who find other customers to buy that product or service. In most cases, the…

Idea posted: April 2018

Institutions: Nanyang Business School    Columbia Business School   

Some people have a greater desire for control than others. Specifically, they need to feel that they have control over their surrounding environment — that they are in control of…

Idea posted: March 2018

Institutions: Duke University Fuqua School of Business   

Companies spend 12% of their marketing budget on social media, which is three times more than in 2009. And this trend is only going to accelerate: marketing leaders expect that…

Idea posted: March 2018

Institutions: Rutgers University Business School   

The steadily declining effectiveness of traditional marketing approaches — from advertising to direct mail in the mailbox to email blasts — has been well-documented. Traditional marketing is too often equated…