Eric T. Anderson
Polk Bros. Chair in Retailing; Professor of Marketing; Director Kellogg-McCormick MBAi
A Better Way to Measure Customers’ Willingness to Pay
Determining what customers will spend on your product is one of marketing’s oldest challenges. But “current methods don’t consider context and competition the way they should.”
Researchers: Sharlene He, Eric T. Anderson and Derek D. Rucker
December 1, 2023
Podcast: Why You Need a Working Knowledge of AI
Business leaders can’t rely solely on data scientists to get the job done. Learn more on this episode of The Insightful Leader.
Researchers: Eric T. Anderson
December 13, 2021
So Your Company Isn’t Getting the Most out of Analytics and AI. Here’s What to Do.
These tools have the possibility to transform your business. If you know how to harness them.
Researchers: Eric T. Anderson
March 29, 2021
How Has Digital Film Changed the Moviegoing Experience?
In a world where movie theaters went digital … consumers got more options.
Researchers: Joonhyuk Yang, Eric T. Anderson and Brett Gordon
February 24, 2021
Take 5: The Upside of Failure
A look at the surprising benefits of striking out, and how to make the most of your mistakes.
Researchers: Dashun Wang, Benjamin F. Jones, Yang Wang, Craig Wortmann, Edward (Ned) Smith, Col. Brian Halloran and Eric T. Anderson
February 10, 2020
Take 5: A Guide to Getting Started and Succeeding with Data Analytics
Kellogg faculty offer advice for business leaders to improve their analytics strategies.
Researchers: Florian Zettelmeyer, Eric T. Anderson, Thomas O'Toole and Steven Franconeri
April 3, 2018
How a Good Analytics Strategy Can Become the Victim of Its Own Success
The best firms “purposely mess stuff up” to get the data they need to grow.
Researchers: Eric T. Anderson and Florian Zettelmeyer
January 5, 2018
Tips for Building an Analytics Team
How to hire and keep data analytics superstars.
Researchers: Eric T. Anderson, Dan Wagner, Leslie Hampel and Scott Jones
When Retail Prices Cross the Line
Manufacturers should be strategic in enforcing minimum advertised price policies.
Researchers: Ayelet Israeli, Eric T. Anderson and Anne T. Coughlan
November 2, 2015
What Do Customers Pay When Wholesale Prices Change?
Increases and decreases are not passed through the same way.
Researchers: Blakeley B. McShane, Chaoqun Chen, Eric T. Anderson and Duncan I. Simester
October 5, 2015
Making Data Work Harder for You— Podcast Transcript
A strategic approach to data analytics starts with asking the right questions.
Researchers: Florian Zettelmeyer and Eric T. Anderson
NASCAR Overhauls the Fan Experience
How the car-racing giant overcame flagging engagement.
Researchers: Eric T. Anderson
June 2, 2015
The Customers You Do Not Want
If these “harbingers of failure” love what you do, you are in trouble
Researchers: Eric T. Anderson, Song Lin, Duncan I. Simester and Catherine E Tucker
May 5, 2014
Good Customers, Bad Reviews
Deceptive product reviews aren’t always written by the enemy—or even in anger
Researchers: Eric T. Anderson and Duncan I. Simester
August 5, 2013
Steady As She Goes
Stable prices keep customers happy
Researchers: Eric T. Anderson and Duncan I. Simester
March 5, 2012
Really, I Can Return It? Sold!
Optimizing your returns policy
Researchers: Eric T. Anderson, Karsten Hansen and Duncan I. Simester
A (Sales)Taxing Proposition
How Internet sales taxes affect customer behavior
Researchers: Eric T. Anderson, Nathan M Fong, Duncan I. Simester and Catherine E Tucker
February 1, 2009