Business Insights
Data Analytics Entrepreneurship Finance & Accounting Innovation Marketing Operations Organizations Strategy
December 2, 2008
Discounted Diapers and Stockpiles of Soup
Managing earnings through marketing
Craig J. Chapman and Thomas J. Steenburgh
December 2, 2008
Don’t Interrupt Me Now
Media “transportation” and advertising effectiveness
Jing Wang and Bobby J. Calder
November 1, 2008
Jack of All Trades or Master of One?
Performance perceptions of multi-feature products
Alexander Chernev
October 1, 2008
Brand Scandal Spillover
When will a brand scandal spill over and how should competitors respond?
Michelle L. Roehm and Alice M. Tybout
August 1, 2008
Own-Brand and Cross-Brand Retail Pass-Through
How much of a manufacturer’s promotional pricing gets passed through to the end customers?
David A. Besanko, Jean-Pierre Dubé and Sachin Gupta
August 1, 2008
The Outlet Mall
Dumping ground, cannibal channel, or smart strategy?
Anne T. Coughlan and David A. Soberman
July 1, 2008
Emotion and Consumer Behavior
Can anger make us choose a hiking trip vacation?
Derek D. Rucker and Richard E. Petty
May 1, 2008
How Many Reasons Do You Need to Like BMWs?
The role of content vs. retrieval ease
Alice M. Tybout, Brian Sternthal, Georgios A. Bakamitsos, Prashant Malaviya and Se-Bum Park
February 1, 2008
Predicting Customer Lifetime Value
When is it sensible to give perks to customers?
Edward Malthouse and Robert C. Blattberg
December 1, 2007
Healthy Choices
Do people prefer the carrot or the stick?
Angela Y. Lee and Jennifer L. Aaker
November 1, 2007
Discriminating Prices for the Discriminating Consumer
Maximize profitability with different package sizes
Romana J. Khan and Dipak C. Jain
August 2, 2007
Trust Required Here
Trust in both the seller and the marketplace is necessary for buyer confidence
Kent Grayson, Devon Johnson and Der-Fa Chen
May 2, 2007
Wal-Mart Supercenter versus the Traditional Supermarket
How can a local grocery store survive?
Robert C. Blattberg, Karsten Hansen and Vishal P. Singh
May 1, 2007
Advertising Alignment
Using Consumer Goal Orientation to Determine Advertising Format
Brian Sternthal and Prashant Malaviya
April 16, 2007
Unsure What to Order?
Decisions are easier when everything is priced the same
Alexander Chernev
April 14, 2007
Mixed Messages
Context is critical to make advertising dollars deliver best return, says Kellogg School marketing scholar
Angela Y. Lee and Aparna Labroo
April 12, 2007
Learning Curve
Kellogg professor’s breakthrough methodology links additional schooling to higher test scores
Karsten Hansen, James J. Heckman and Kathleen Mullen
April 9, 2007
Is the Price Right?
The ups and downs of strategic price promotion
Vincent Nijs, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp and Dominique M. Hanssens
April 6, 2007
Seeking Pleasure? Or Avoiding Pain?
It all depends upon how customers view themselves
Jennifer L. Aaker and Angela Y. Lee
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