Idea posted: August 2014

Institutions: University of Southern Denmark    University of St. Gallen    Bielefeld University   

Online consumers have come to expect to be able to read customer ratings and reviews as they consider which product or service to buy. On websites such as IMDB, Amazon…

Idea posted: August 2014

Institutions: University of St. Gallen   

It is hard to resist the pull of emerging markets, such as India and China. Given the immense population in such countries, even the small percentage of the total population…

Idea posted: July 2014

Institutions: London Business School    University of St. Gallen    ESADE   

Many managers believe that quality is something that they as managers and decision-makers can control. Quality is internal and stable, unlike prices, which are subject to changing market conditions. Although…

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…