Idea posted: April 2018

Institutions: ESSEC Business School    Rotterdam School of Management, Erasmus University    Sungkyunkwan University   

Creativity, once thought an innate, unteachable attribute, is now seen as possible for all. One doesn’t have to be a genius to be creative. But creativity does require the right…

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…

Idea posted: March 2018

Institutions: Columbia Business School    Tsinghua University School of Economics and Management   

Many consumers find it more difficult to justify buying frivolous, hedonic purchases — in other words, purchases from fine chocolates and DVDs to vacations that are motivated by fun and…

Idea posted: March 2018

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

The popularity of customer review sites such as Yelp and TripAdvisor have turned these sites into an important element of a service company’s marketing package. According to the results of…

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: Queensland University of Technology Business School   

Many companies develop their relationship marketing strategies based on the assumption that their customers are unerringly cold and calculating, and driven by one question: what kind of a financial deal…

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: November 2017

Institutions: ESADE    Rotterdam School of Management, Erasmus University    Duke University Fuqua School of Business   

When it comes to business – and most areas of life – we tend to think in straight lines. For example, if one shelf holds 50 books, two shelves will…