Idea posted: August 2015

Institutions: Ivey Business School at Western University   

Companies struggle with two apparently contradictory goals. They want their brands to be central in their category — in other words, the brand of record, similar to the position held…

Idea posted: August 2015

Institutions: Columbia Business School    London Business School   

Customers can stop interacting with a company in one of two ways: they inform the company that they are leaving (such as when they cancel a subscription to a magazine)…

Idea posted: July 2015

Institutions: MIT Sloan School of Management    Tuck School of Business    Boston University Questrom School of Business   

There are a variety of product-related services that manufacturers offer their customers. New research pinpoints the following different categories of services: Complementary services help customers feel more comfortable buying the…

Idea posted: July 2015

Institutions: Tuck School of Business    Kellogg School of Management   

A website today is indispensable for any retail operation, no matter how small. The Internet is an integral part of the shopping experience. Not every online retail experience is the…

Idea posted: May 2015

Institutions: University of Southern California Dornsife College of Letters, Arts and Sciences    Fielding Graduate University    Claremont Graduate University   

The AIDA model of advertising identifies Attention, Interest, Desire and Action as key to the effectiveness of an advert. In order to measure the physiology behind advertising effectiveness, a research…

Idea posted: May 2015

Institutions: Neoma Business School    University of Alberta - Alberta School of Business   

Many organizations must deal with multiple ‘logics’ that come with different and often conflicting or competing rules of the game. For example, organizations in the medical field must balance the…

Idea posted: April 2015

Institutions: ESMT European School of Management and Technology    Karlsruhe Institute of Technology   

Research has shown that downsizing will often have a direct negative impact on customer satisfaction, and this negative impact results in a decline in business performance. This causal chain seems…

Idea posted: March 2015

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

Companies marketing a new innovation or a new technology are rarely interested in older consumers, and for good reason. Past research shows that older consumers are much less likely to…

Idea posted: March 2015

Institutions: North Carolina State University Poole College of Management    University of Wisconsin-Eau Claire   

The best companies are forward-looking. They are not only concerned with what customers want to buy today, but what they will want to buy in the future. A company’s ability…