Consumer Products →
- 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.
- 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.
- 14 Jan 2019
- Op-Ed
These 4 CEOs Created a New Standard of Leadership
At the height of the 2008 financial crisis, these four corporate leaders stepped forward—and changed how we think of leadership forever, says Bill George. Open for comment; 0 Comments.
- 11 Dec 2018
- Research & Ideas
Free Trade Needs Nurturing—and Other Lessons from History
Global free trade is not the natural order of things, so it needs to be carefully tended to and maintained. Sophus Reinert and Dante Roscini discuss trade over time and what history teaches. Open for comment; 0 Comments.
- 09 Jul 2018
- Research & Ideas
Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)
Selling technology that is new to the market involves tricky tradeoffs around prospect targeting, channels, and tactics. Frank Cespedes makes the point with 3-D printers. Open for comment; 0 Comments.
- 29 Mar 2017
- Research & Ideas
The Story of Why Humans Are So Careless With Their Phones
Consumers act more recklessly with the products they own when better versions become available, according to research by Silvia Bellezza, Joshua M. Ackerman and Francesca Gino. This comic by Josh Neufeld explains. Open for comment; 0 Comments.
- 01 Sep 2016
- Cold Call Podcast
Behind Apple's Tax Situation, an Unprecedented Financial Policy
The European Union recently hit Apple with a $14.5 billion tax bill, but that’s hardly the first or worst financial challenge the technology giant has faced. Mihir Desai explains the financial wiring behind the inventors of the iPhone. Open for comment; 0 Comments.
- 08 Feb 2016
- Research & Ideas
The Civic Benefits of Google Street View and Yelp
Cities are increasingly rich in citizen-created data, which can be used to improve programs and services, says Michael Luca and his research colleagues. Open for comment; 0 Comments.
- 02 Sep 2015
- What Do You Think?
What's Wrong With Amazon’s Low-Retention HR Strategy?
SUMMING UP Does Amazon's "only the strongest survive" employee-retention policy make for a better company or improved customer relationships? Jim Heskett's readers chime in. Open for comment; 0 Comments.
- 28 Jul 2015
- Working Paper Summaries
Technology Reemergence: Creating New Value for Old Technologies in Swiss Mechanical Watchmaking, 1970–2008
Focusing on Swiss watchmaking from 1970 to 2008, this study demonstrates key factors that contribute to, and influence, the re-emergence of market demand for a legacy technology in a mature institutional field. This paper shows how processes of preservation and transformation serve as necessary counterweights that encourage retaining some valued elements of the old institutional order alongside new elements that allow for change and survival. Closed for comment; 0 Comments.
- 22 Jul 2015
- Research & Ideas
Name Your Price. Really.
Is it worthwhile for retailers to experiment with "pay what you want" pricing? Shelle Santana unmasks the surprising logic behind how much customers will pay, and when. One finding: sellers can dramatically change what some buyers are willing to pay. Open for comment; 0 Comments.
- 23 Jul 2014
- Lessons from the Classroom
Innovation Is Magic. Really
When Stefan Thomke teaches students how to manage innovation and creativity, he turns to an unexpected source: Magician Jason Randal. Open for comment; 0 Comments.
- 09 Jun 2014
- Research & Ideas
The Manager in Red Sneakers
Wearing the corporate uniform may not be the best way to dress for success. Research by Silvia Bellezza, Francesca Gino, and Anat Keinan shows there may be prestige advantages when you stand out rather than fit in. Closed for comment; 0 Comments.
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
Internet technologies may not kill off brands, but they certainly magnify both the bad and good decisions of marketers. Jim Heskett's readers weigh in on this month's question. Open for comment; 0 Comments.
- 19 May 2014
- Research & Ideas
Why Companies Should Compete for Your Privacy
Consumers are sometimes willing to trade personal data for lower prices. How should companies compete for that valuable information? A discussion with Ramon Casadesus-Masanell and Andrés Hervás-Drane. Open for comment; 0 Comments.
- 12 Mar 2014
- Research & Ideas
Entrepreneurship and Multinationals Drive Globalization
Why is the firm overlooked as a contributor when we identify the drivers of globalization? Geoffrey Jones discusses his new book, Entrepreneurship and Multinationals: Global Business and the Making of the Modern World. Open for comment; 0 Comments.
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
Low-margin retailers argue they can't afford customer loyalty programs, but is that true? Rajiv Lal and Marcel Corstjens make the case that such programs are profit-enhancing differentiators. Closed for comment; 0 Comments.
‘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.