Idea posted: April 2014

Institutions: Ivey Business School at Western University    University of British Columbia    University of Colorado Boulder Leeds School of Business   

In a classic episode from the old American TV show The Odd Couple, the main character Felix replaces all of the traditional furniture in his apartment with new furniture featuring…

Idea posted: March 2014

Institutions: University of North Carolina at Charlotte Belk College of Business    The Wharton School of the University of Pennsylvania    Duke University Fuqua School of Business   

In the real world, brands are rarely seen alone.  Whether on television, radio, or in print, brands are usually surrounded by other brands — numerous advertisements fill the pages of…

Idea posted: February 2014

Institutions: Harvard Business School    University of Toronto Rotman School of Management   

Outsourcing is no longer just an operational issue. As globalization takes hold and more companies shift more activities to suppliers in emerging economies, outsourcing is now a strategic concern. Slowly,…

Idea posted: November 2013

Institutions: Tel Aviv University    New York University Stern School of Business    INSEAD   

Marketing messages promising powerful benefits such as enhanced social status in return for smoking a particular brand of cigarettes or sexual potency after taking a ‘cure’ for erectile dysfunction are…

Idea posted: November 2013

Institutions: IÉSEG School of Management    Columbia Business School   

While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is…

Idea posted: October 2013

Institutions: Kellogg School of Management    The Wharton School of the University of Pennsylvania   

Why do people buy? In an era of almost unlimited choices and unprecedented access to products and services, understanding what will push customers to buy a particular product is vital…

Idea posted: September 2013

Institutions: University of Florida Warrington College of Business Administration    Louisiana State University E. J. Ourso College of Business    London Business School   

When we choose products, it is easy to assume we are doing so because of the benefits – or perceived benefits – they offer us. Whether it is the newest…

Idea posted: September 2013

Institutions: ESADE   

The field of brand management is undergoing a metamorphosis as the pace of change in our world increases. The brand-building process we used to take for granted, particularly in terms…

Idea posted: September 2013

Institutions: Henley Business School   

Social media encompasses the activities and behaviours of communities of people who gather online to share knowledge and opinions. Social media, or otherwise ‘user-generated communication’, now represents a prevalent source…