Idea posted: March 2018

Institutions: University of California, San Diego    University of Bonn   

Companies have two options for the acquisition of customers through customer online searches. The first is to pay for search ads — those links that appear at the top of…

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: 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: Henley Business School   

Where does innovation come from? A new study of the ‘geography of innovation’ indicates that most innovation continues to be generated in the advanced economies of the world. However, emerging…

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…