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: 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: July 2017

Institutions: University of Texas McCombs School of Business    University of California, San Diego   

Cell phones can be distracting when you’re trying to work. If the phone rings, you’ll stop what you’re doing to answer it. If you hear the ping of a new…

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: 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: April 2016

Institutions: The Wharton School of the University of Pennsylvania   

One of the fastest growing facets of social media marketing is the use of paid endorsers — a fashion blogger, for example, paid by a fashion designer to post a…

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: 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…