Marketing →
- 14 Mar 2019
- Cold Call Podcast
How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand
Professor Geoff Jones examines the career of Helena Rubinstein, one of the trailblazing female entrepreneurs of the 20th century. Using guile, brilliant branding, and more than a few falsehoods, Rubinstein lifted cosmetics from an accessory item for prostitutes to a great luxury product during the Great Depression. Open for comment; 0 Comments.
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek. Open for comment; 0 Comments.
- 07 Mar 2019
- Working Paper Summaries
Calculators for Women: When Identity Appeals Provoke Backlash
With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why such identity appeals backfire. Identity appeals may fail equally whether they evoke negative or just milder stereotypes.
- 05 Mar 2019
- Working Paper Summaries
The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. Experiments show that adding extra search costs to find discounted items can improve gross margins and sales by increasing the number of items inspected and serving as a self-selecting price discrimination mechanism among customers.
- 04 Mar 2019
- What Do You Think?
What’s the Antidote to Surveillance Capitalism?
SUMMING UP: As companies increasingly build business models around our personal data, what can be done to fight back? James Heskett's readers suggest there are no easy answers. Open for comment; 0 Comments.
- 27 Feb 2019
- Research & Ideas
The Hidden Cost of a Product Recall
Product failures create managerial challenges for companies but market opportunities for competitors, says Ariel Dora Stern. The stakes have only grown higher. Open for comment; 0 Comments.
- 19 Feb 2019
- Working Paper Summaries
Relative Performance Transparency: Effects on Sustainable Choices
Encouraging consumers to purchase a more sustainable product or use resources more responsibly is a key challenge for society. This paper discusses experiments involving more than 7,000 participants to shed light on how information and its presentation regarding sustainable performance can be a tool for enhancing sustainable choices in practice.
- 30 Jan 2019
- What Do You Think?
Who Will Measure up to These Two Remarkable Leaders?
SUMMING UP. In the wake of the loss of two great CEOs, James Heskett asks which schools are ready to turn out the next generation of transformative leaders? Open for comment; 0 Comments.
- 26 Nov 2018
- Working Paper Summaries
Demand Estimation in Models of Imperfect Competition
The study shows how knowledge about firm behavior can be modeled to better predict demand. Firms tend to raise prices in response to higher demand, so observed relationships between price and quantity can be quite misleading. The authors provide an adjustment that can be used when price experiments or instrumental variables are not available.
- 12 Nov 2018
- Working Paper Summaries
Product Quality and Entering Through Tying: Experimental Evidence
This study empirically explores Google’s decision to tie its new reviews product to the top of its search results, excluding competitors. Results suggest that such "tying" can facilitate dominant platforms’ entry into adjacent markets, even when the tied product is of worse quality compared to existing options.
- 06 Nov 2018
- Research & Ideas
8 Ways to Make Olympic Stadiums Useful After the Games End
For many cities that host the Olympic Games, the central stadium is nothing more than a white elephant after the competition ends. Stephen A. Greyser and Isao Okada pinpoint actions cities can take to give them new life. Open for comment; 0 Comments.
- 18 Oct 2018
- Research & Ideas
How to Use Free Shipping as a Competitive Weapon
Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but profit is lost when not done right, says Donald Ngwe. Open for comment; 0 Comments.
- 16 Oct 2018
- Working Paper Summaries
Shipping Fees and Product Assortment in Online Retail
This study highlights a strong link between an online retailer’s product assortment decisions and shipping policies in determining purchase outcomes and profits. Consumers are less sensitive to shipping fees than to product prices, but free shipping for orders above the minimum is a strong motivator for increasing average basket sizes.
- 10 Oct 2018
- Research & Ideas
The Legacy of Boaty McBoatface: Beware of Customers Who Vote
Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; 0 Comments.
- 27 Sep 2018
- Working Paper Summaries
Large-Scale Demand Estimation with Search Data
Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution. The model can be used to simulate optimal prices.
- 28 Jun 2018
- Cold Call Podcast
L.A. Philharmonic Shows the American Symphony Orchestra Isn’t Dead Yet
Like many American symphony orchestras, the Los Angeles Philharmonic seemed dying on the vine, unable to attract younger audiences or new sponsors. Then new CEO Deborah Borda came aboard with a plan to revive the brand. Rohit Deshpande discusses his case study on the turnaround. Open for comment; 0 Comments.
- 18 Jun 2018
- Research & Ideas
Warning: Scary Warning Labels Work!
If you want to convince consumers to stay away from unhealthy diet choices, don't be subtle about possible consequences, says Leslie John. These graphically graphic warning labels seem to do the trick. Open for comment; 0 Comments.
- 11 Jun 2018
- Research & Ideas
Why South Korea's Samsung Built the Only Outdoor Skating Rink in Texas
New research by Lauren Cohen and Umit Gurun finds that when some companies are sued, they put their advertising dollars to work in unusual ways to influence local juries. Meet 'TiVo,' the championship steer. Open for comment; 0 Comments.
- 07 May 2018
- Research & Ideas
Why Online Retailers Should Hide Their Best Discounts
Online retailers should take a tip from brick-and-mortar shops: Shove your best deals to the back of the store. Research by Thales Teixeira and Donald Ngwe. Open for comment; 0 Comments.
The Ferrari Way
Secretive sports car maker Ferrari opens up to Stefan Thomke about how it has bucked industry trends to achieve success. Open for comment; 0 Comments.