Marketing
April 4, 2016
A 10:30 Cupcake? Don’t Mind If I Do
Both consumers and marketers can benefit from knowing when self-control is lowest.
Rima Touré-Tillery and Ayelet Fishbach
March 11, 2016
Is Your Digital-Advertising Campaign Working?
If you are not running a randomized controlled experiment, you probably don’t know.
Brett Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky
March 7, 2016
How Important Is User-Generated Content?
An episode of censorship in China sheds light on the power of customers talking about brands on social media.
Stephan Seiler, Song Yao and Wenbo Wang
February 1, 2016
Marketing Goes Off-Script
Behind the scenes with three organizations that are successfully engaging customers.
Gregory Carpenter, Farhad Manjoo, Matt Simpson and Kathy Button Bell
January 14, 2016
"Nobody Asked for Uber"
Tim Calkins on profitable growth, strong brands, and delighting your customers.
Timothy Calkins
January 5, 2016
Why No One Boasts About Being in the Top 9
Find the right way to tout your ranking.
Mathew S Isaac, Aaron Brough and Kent Grayson
January 4, 2016
How Much Do You Trust a Talking Raisin?
For some audiences, a “spokesthing” is more persuasive than a spokesperson.
Rima Touré-Tillery and Ann L. McGill
December 7, 2015
Blinded by Statistical Significance
Putting too much stock in an arbitrary threshold may lead to bad decisions.
Blakeley B. McShane and David Gal
December 7, 2015
How We Shop Differently on Our Phones
What’s in your cart? Depends on the device you are using.
Rebecca Jen-Hui Wang, Edward Malthouse and Lakshman Krishnamurthi
December 7, 2015
You Can Taste the Benevolence
If your customers know you donate to charity, will they like your products more?
Alexander Chernev and Sean Blair
November 2, 2015
To Grow Your Company, Create Products from Services
For service-based businesses, scaling requires a strategy shift.
Mohanbir S. Sawhney
November 2, 2015
When Retail Prices Cross the Line
Manufacturers should be strategic in enforcing minimum advertised price policies.
Ayelet Israeli, Eric T. Anderson and Anne T. Coughlan
October 5, 2015
What Do Customers Pay When Wholesale Prices Change?
Increases and decreases are not passed through the same way.
Blakeley B. McShane, Chaoqun Chen, Eric T. Anderson and Duncan I. Simester
September 8, 2015
What Chinese Consumers Want
Western Companies doing business in China need to ask the right questions.
Angela Y. Lee
September 8, 2015
Companies, Choose Your Name Wisely
The right name can signal that you are a safe bet.
Edward (Ned) Smith and Heewon Chae
August 3, 2015
Philip Kotler on Marketing’s Higher Purpose
How social marketing can be a force for good.
Philip Kotler
July 6, 2015
Making Data Work Harder for You— Podcast Transcript
A strategic approach to data analytics starts with asking the right questions.
Florian Zettelmeyer and Eric T. Anderson
June 2, 2015
The Risks of a Good Reputation
How reputation and trust function in commercial transactions and the sharing economy.
Kent Grayson and Brayden King
June 2, 2015
NASCAR Overhauls the Fan Experience
How the car-racing giant overcame flagging engagement.
Eric T. Anderson
June 2, 2015
We Trust Reputation. Should We?
The power of reputation might expose us to greater risk.
Gulnur Tumbat and Kent Grayson
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