How Practical Features Sell Luxury Products

Idea posted: January 2018

Institutions: Harvard Business School    Columbia Business School   

Authors:

Marketing luxury products requires connecting with consumers’ often emotion-driven desires, aspirations, and/or fantasies. However, many consumers cannot put aside their ‘rational’ mindset, and as a result feel guilty when purchasing…

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How CRM Reaches Customers’ Social Networks

Idea posted: June 2017

Institutions: Columbia Business School    HEC Paris   

Authors:

The results of the study showed a 35% increase in usage by the targeted customers and a 10% increase in usage by the connections of the targeted customers. In addition, suspensions…

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Tracking Customers Who Leave Without Saying Goodbye

Idea posted: August 2015

Institutions: Columbia Business School    London Business School   

Authors:

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)…

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