Idea posted: February 2014

Institutions: Hebrew University of Jerusalem    The Wharton School of the University of Pennsylvania   

In 1995, Japanese telecommunications giant NTT agreed to distribute a new product featuring new technology, but rejected the offer of exclusivity to the Japanese market. Going against the conventional wisdom…

Idea posted: January 2014

Institutions: New York University Stern School of Business    Carnegie Mellon University   

Researchers from New York University’s Stern School of Business and Carnegie Mellon University studied the effects of product rankings in three areas: the direct impact of rankings on consumer behaviour…

Idea posted: January 2014

Institutions: Cranfield University School of Management   

There has been a growing trend in recent years for suppliers to differentiate their products through services, rather than solely through products. Consider the case of Apple, whose market share…

Idea posted: December 2013

Institutions: Cranfield University School of Management   

What drives customers’ attitudes and behaviours? This is the golden question for marketing executives, who often rely on data from surveys, focus groups, interviews, etc., in the hopes of trying…

Idea posted: December 2013

Institutions: Drexel University LeBow College of Business    New York University Stern School of Business    University of Pittsburgh Joseph M. Katz Graduate School of Business    University of Texas McCombs School of Business   

A team of researchers used video tracking to observe consumers in real time during the entire shopping process. Analysing the video, the researchers were able to distinguish a number of…

Idea posted: December 2013

Institutions: University of California, Berkeley    Harvard University   

Research dating as far back as the early 20th century has shown that the first argument presented to humans on even complex topics has greater persuasive appeal and is more…

Idea posted: November 2013

Institutions: Tuck School of Business    University of Colorado Boulder Leeds School of Business    Cheung Kong Graduate School of Business    University of Pittsburgh Joseph M. Katz Graduate School of Business   

There are two basic types of loyalty programs: frequency rewards, through which customers earn points or credits to be redeemed (a free hotel room after so many stays); and customer…

Idea posted: November 2013

Institutions: University of Amsterdam    Tuck School of Business    University of Groningen   

This is the age of multichannels. Companies today are selling their wares through the Internet, catalogues and bricks-and-mortar stores. Not all channels, however, are cost-effective, especially given the low-cost opportunities…

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…