Marketing →
- 17 Dec 2019
- Working Paper Summaries
Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure
How do technology stores, particularly those owned by Apple and Microsoft, affect retail sales and market dynamics at malls? Through modeling and simulation, the authors found that these stores helped malls draw more high-income consumers, supporting the entry of upscale stores and exit of midscale and discount stores.
- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza. Open for comment; 0 Comments.
- 04 Dec 2019
- Book
Creating the Experimentation Organization
New tools allow companies to innovate on an unprecedented scale, in every aspect of business. But the organization must also change. Stefan Thomke previews his forthcoming book, Experimentation Works. Open for comment; 0 Comments.
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
Brands can be magic in the marketplace. But just what are the components of a great brand? How do you build one? And how do they survive over time? Open for comment; 0 Comments.
- 20 Nov 2019
- Research & Ideas
It's No Joke: AI Beats Humans at Making You Laugh
New research shows people don’t trust recommendations from algorithms—and that’s a problem for companies that increasingly rely on AI-based technology to persuade consumers. Michael H. Yeomans explains how businesses can overcome that bias. Open for comment; 0 Comments.
- 13 Nov 2019
- Research & Ideas
Don't Turn Your Marketing Function Over to AI Just Yet
Lacking human insight, artificial intelligence will be limited when it comes to helping marketers open the black box of market prediction, says Tomomichi Amano. Open for comment; 0 Comments.
- 17 Oct 2019
- Research & Ideas
‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells
Just how far will women go to avoid products labeled "for women?" Research by Leslie K. John and colleagues explores why gender marketing usually offends the very people a company is trying to attract. Open for comment; 0 Comments.
- 15 Oct 2019
- Working Paper Summaries
Vote Choice Formation and the Minimal Effects of TV Debates: Evidence from 61 Elections in 9 OECD Countries
This study of 61 elections around the world finds that vote choices aggregate a lot of information obtained during the electoral season, but the contribution of TV debates to this process is negligible.
- 07 Oct 2019
- Sharpening Your Skills
How Companies Can Make Up with (Very) Unhappy Customers
It happens to the best of companies. One fine day a public relations nightmare explodes and shatters your hard-won trust with customers. What should you do next? Open for comment; 0 Comments.
- 04 Oct 2019
- Working Paper Summaries
Soul and Machine (Learning)
This paper argues with examples and predictions that while marketing science theory, engineering, and machine learning capabilities are changing the way we think about marketing, true advances will come when marketing managers know when to trust the machine and when to trust their instincts.
- 18 Sep 2019
- Op-Ed
WeWork—The IPO That Shouldn’t?
WeWork's IPO has been one of the most debated in recent memory. But the real controversy, says Nori Gerardo Lietz, is what is contained in the company's prospectus. Open for comment; 0 Comments.
- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
Influencer marketing has quickly become the best way to reach beauty consumers, proving more effective than celebrity endorsements and company ads, according to research by Alessia Vettese. Open for comment; 0 Comments.
- 21 Aug 2019
- Working Paper Summaries
Improving Customer Compatibility with Operational Transparency
Service firms seeking prospective customers usually highlight the advantages of their offerings and downplay the tradeoffs. This study suggests a different approach: Provide transparency into advantages as well as tradeoffs. The transparency helps customers make informed decisions and can lead to better outcomes for both firms and customers over the long run.
- 06 Aug 2019
- Cold Call Podcast
Super Bowl Ads Sell Products, but Do They Sell Brands?
Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; 0 Comments.
- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
3QUESTIONS More executives are tapping user communities for strategic guidance, but productive relationships with fan groups require a nuanced approach, Frank Nagle says. Open for comment; 0 Comments.
- 04 Jun 2019
- Cold Call Podcast
Israel Turns 70: Does it Need a Rebrand?
When market research revealed that many people associated Israel with military and political conflict, the country knew a rebrand was in order. In this podcast, Elie Ofek discusses the campaign's results. Open for comment; 0 Comments.
- 08 Apr 2019
- Sharpening Your Skills
The Life of Luxury and How to Sell It
Luxury is its own market, but who shops there? Who sells there? What's the best strategy? Researchers at Harvard Business School examine consumerism at the top of the curve. Open for comment; 0 Comments.
- 27 Mar 2019
- Cold Call Podcast
Will Startup Fishbowl Become the Social Media App for Your Industry?
Fishbowl's founders have built a social media platform allowing professionals to connect anonymously and with candor within their companies and industries. Can they grow? Leslie John discusses her case study on the boundaries of social media and personal privacy. Open for comment; 0 Comments.
- 26 Mar 2019
- Working Paper Summaries
Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact
Firms increasingly deploy self-service technologies (SSTs) to manage customer interfaces that are inherently stressful. For example, patients may be asked to use kiosks to check themselves into hospitals. This study finds that customer anxiety during SST transactions can reduce customers’ trust in the service provider. Operational design choices may help.
The Upside of Highlighting a Product's Downsides
Companies want to show their offerings in the best light. Ryan W. Buell and MoonSoo Choi find out what happens when they also embrace transparency, accentuating the positive—and the negative. Open for comment; 0 Comments.