Idea posted: July 2019

Institutions: Duke University Fuqua School of Business   

Growth is a top imperative for marketers, according to the latest CMO biannual survey conducted by Duke’s Fuqua School of Business in collaboration with Deloitte LLP and the American Marketing…

Idea posted: December 2018

Institutions: York University Schulich School of Business   

Blockchain technology is a decentralized database tracking a transaction as it moves from its source to the destination (third parties add a data ‘block’ of information to the chain with…

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: 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…