Idea posted: June 2014

Institutions: University of Toronto Rotman School of Management   

Through crowdfunding, investors choose to participate in new projects by becoming ‘pre-buyers’. The term ‘pre-buyer’ is used because no money changes hands until the venture has enough funds to start…

Idea posted: May 2014

Institutions: Henley Business School   

How would you describe the impact of your organization’s reputation on overall business performance? Trust may play a big part in building that reputation, but how closely are trust and…

Idea posted: May 2014

Institutions: University of Michigan Ross School of Business   

When marketing their brands, companies will use image attributes, which are the impressions that the brand makes on the mind of consumers. For a car brand, for example, marketers might…

Idea posted: April 2014

Institutions: Imperial College Business School    Thunderbird School of Global Management   

Customer word-of-mouth is a hot topic in marketing today. Positive customer-to-customer reviews, whether verbal or written, are powerful marketing tools because they have more credibility with customers than company-generated marketing.…

Idea posted: April 2014

Institutions: Columbia Business School    Ghent University    University of Antwerp   

Previous academic studies have connected how people feel about an ad to how they feel about the brand, but the validity of these results in the real world marketplace was…

Idea posted: April 2014

Institutions: Rotterdam School of Management, Erasmus University    EDHEC Business School   

Social change has made advertising that appeals to a broader range of consumers more important and desirable. A company’s ‘diversity and inclusion’ agenda does not, however, always transfer easily to…

Idea posted: April 2014

Institutions: Kellogg School of Management    MIT Sloan School of Management   

Many Internet retailers give customers the opportunity to review their products on their site, and some Internet companies even specialize in reviews only (e.g. Yelp and TripAdvisor). Given, as research…

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: April 2014

Institutions: New York University Stern School of Business   

More and more people are feeling financially constrained. In the U.S., half of American families recently surveyed considered themselves ‘financially fragile’. Financial constraint does not refer to income level, but…