Idea posted: March 2018

Institutions: Henley Business School   

Traditionally, according to Tony Dyson of Tessera Consulting and Kevin Money of Henley Business School, companies and organizations engage in what they call ‘silo communication.” Different parts of the organization…

Idea posted: March 2018

Institutions: University of Chicago Booth School of Business   

Bundling products and services together impacts the perceived value of the individual items in that bundle in surprising ways. Recent research from professor Ayelet Fishbach of the University of Chicago’s…

Idea posted: January 2018

Institutions: Harvard Business School    Columbia Business School   

Marketing luxury products requires connecting with consumers’ often emotion-driven desires, aspirations, and/or fantasies. However, many consumers cannot put aside their ‘rational’ mindset, and as a result feel guilty when purchasing…

Idea posted: December 2016

Institutions: University of British Columbia    Sauder School of Business    Southern Methodist University Edwin L. Cox School of Business   

Any consumer who has entered a high-end luxury shop and been treated with disdain by the sales clerks will understand the meaning of ‘retail rejection’. Many luxury companies are trying…

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: April 2016

Institutions: MIT Sloan School of Management   

Customers make a decision about which product to buy in two ways. The first method is to search for information about the product. For example, a customer might read online…

Idea posted: February 2016

Institutions: IMD    University of Kentucky Gatton College of Business and Economics    Claremont Graduate University Drucker School of Management   

If you’re a national or international company with marketing authority and practices spread across various locations, or if you have a diversified group of products or businesses that call for…

Idea posted: January 2016

Institutions: University of Wisconsin Milwaukee Lubar School of Business   

The relation of appearance to success is no longer questioned. Various studies have shown that taller (for men) and more attractive (for both men and women) people reach higher levels…

Idea posted: November 2015

Institutions: University of Chicago Booth School of Business    University of St. Gallen   

As reported in a 2013 Advertising Age article, Geico Insurance’s ubiquitous talking Gecko was launched as a trial balloon. There had been no prior marketing research, and certainly no intention…