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Marketing

Coin Toss
6 months ago

Coin Toss

By  •  Giving

Some images feel like they’re flooding your living room: a frightened mother jammed into a motorboat, an elderly man clutching a sodden dog — the tiny huts swept into kindling on a remote island. Who in the family turns off the TV? Who calls the charity hotline in the neighboring state? And who pulls out a credit card to help someone on the other side of the world? Rice Professor Vikas Mittal says the answer has to do with gender.

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No Place Like Home
7 months ago

No Place Like Home

By  •  Marketing

It feels great to buy local. So great that American consumers will pay more to have that feeling reinforced – even when it’s artificially induced by researchers or marketers.

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Between the Lines
9 months ago

Between the Lines

By  •  Consumer Behavior

Whether we’re looking at appliances on Amazon or hotels on booking sites, we all scan reviews before clicking “add to cart.” Virtually all websites selling products or services invite consumers to leave product feedback, in the hope the comments will help induce other shoppers to buy. But while plenty of academics study product reviews, Professor Wagner Kamakura has studied the reviewers themselves.

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Home Is Where The Heart Is
10 months ago

Home Is Where The Heart Is

By  •  Pricing

How do you price 10 years of weekends on the couch savoring kids, dogs and a glass of Malbec? Rice Business professor Utpal Dholakia explains how home is a place the invisible hand of the market can’t reach.

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Take Your Medicine
10 months ago

Take Your Medicine

By  •  Health Care

Would you recommend your doctor to a friend? How do you feel about your medical care? Professor Robert A. Westbrook shows why treating all patients like respected clients makes them healthier.

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Breaking Up Is Not That Hard To Do
10 months ago

Breaking Up Is Not That Hard To Do

By  •  Marketing

Managers dream of keeping their customers faithful for years. But sooner or later, almost all of them move on to someplace else. So it’s no mystery why marketers scramble to predict how long a customer will stay with their company.

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A Star Is Born
11 months ago

A Star Is Born

By  •  Corporate Reputation

Corporations are, indeed, like people in at least a few ways. Consumers often like them or loathe them based not only on what they produce, but whether they reflect the individual’s personal values. Recent research by Anastasiya Zavyalova also shows that organizational “celebrity” and “infamy” have different shelf lives. Celebrity is fleeting. Infamy lingers like old cigar smoke.

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The Commitments
11 months ago

The Commitments

By  •  Brand Loyalty

How do you tell the world about yourself? Maybe you donate to women’s microbusinesses and fret aloud about the shrinking ice cap. Or maybe you support the ballet gala and drive a Mercedes to impress friends and enemies with understated elegance. Professor Vikas Mittal plumbs the reasons we commit to a brand.

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In Advertising We Trust
11 months ago

In Advertising We Trust

By  •  Voter behavior

There’s a reason candidates spend so much money on TV commercials. Officials make policy, but voters make elected officials. The amount of candidate information voters get – accurate or not – helps predict if they will have the initiative to vote, the savvy to vote split ticket rather than party line, and the confidence to skip a vote on just one unfamiliar race rather than skipping out on voting altogether.

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Making Beautiful Music
12 months ago

Making Beautiful Music

By  •  Customer-Based Strategy

You gotta know the territory, sang the salesman in Meredith Willson’s classical show, “The Music Man.” You gotta know your customers, too, according to a recent study, because repeat business often depends less on what the customer thinks of the product–and more on what she thinks of the people behind it.

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A Marathon, Not A Sprint
2 years ago

A Marathon, Not A Sprint

By  •  Personal Savings

Build up those personal saving muscles, by routinely placing a chunk of your paycheck into a savings account, and jog, slowly but steadily, every day. It’s a marathon, not a sprint.

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Can You Hear Me Now?
2 years ago

Can You Hear Me Now?

By  •  Customer Service

Ever since the first innkeeper served the first traveler, service providers have amused each other with stories about clients. Those stories are actually even more valuable up in the C-suite, write professors G. Anthony Gorry and Robert A. Westbrook. Gathered carefully, customer narratives boost service, prompt innovation and feed a healthy corporate culture.

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The Customer Is Always Right
2 years ago

The Customer Is Always Right

By  •  Marketing

Information technology is redefining customer service. But caring for customers has to be more than a phrase: it requires actively empathizing with their experiences.

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Home Field Advantage
2 years ago

Home Field Advantage

By  •  Super Bowl

Advertising doesn’t just reach potential customers. It reaches potential investors, who tend to have a home bias – meaning they invest in what they know.

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Word Of Mouth
2 years ago

Word Of Mouth

By  •  Virtual Communities

The Value Creation Process For Firm-Sponsored And Consumer-Driven Businesses Differs In The Virtual World.

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Clean Living
3 years ago

Clean Living

By  •  Workplace Psychology

Disgust can be a powerful self-protective force — but it can lead to unethical behavior. When people are disgusted, they’re more likely to act in self-serving ways, like lying and cheating. Making them feel cleaner seems to clean up their act.

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Risky Business
4 years ago

Risky Business

By  •  Online Communities

It seems clear that consumer participation in online communities is here to stay, so managers who sponsor such communities should develop strategies that minimize the potential harm for consumers. In the long run alerting customers about their susceptibility to riskier decisions, would not only help consumers but also help firms safeguard and sustain both their communities and their brands.

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Ahead Of The Curve
4 years ago

Ahead Of The Curve

By  •  Mergers and Acquisitions

A Lot Has Changed Since B-School Taught That Successful Firms Must Choose The Dominant Strategy Between Cost Leadership And Customer Focus.

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Thick And Thin
4 years ago

Thick And Thin

By  •  Market Game Theory

Declining markets are not always unattractive: New competitors are unlikely to enter and remaining, committed consumers are willing to accept higher prices. When certain customers go away, profits can go up!

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Keeping Up With The Joneses
4 years ago

Keeping Up With The Joneses

By  •  Recessions

Managers should understand how and why consumers buy their products and services, especially when recession looms near. However, high-priced items aren’t the only ones for which spending could plummet should the economy take a dip.

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Express Lane
4 years ago

Express Lane

By  •  Inventory Management

Curbing short sales does indeed alter stock values. When curbs on short selling are removed, the price of overvalued stocks tends to drop. Loosening those rules leads to lower prices, which in turn prompt firms to alter investment and financing choices.

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Piracy Pays
4 years ago

Piracy Pays

By  •  Cyber Security

In any industry where digital content is sold managers should consider the nature of competition before assuming that DRM restrictions are the way to go. Overturning conventional wisdom could help them profit in the presence of online piracy.

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Is There A Secret Sauce To Customer Communities?
4 years ago

Is There A Secret Sauce To Customer Communities?

By  •  Virtual Communities

If you want to boost participation in a customer community, don’t just build it. Invite them to come. But, be sure to temper your expectations regarding how participation will create immediate value for your firm.

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The New Middle
4 years ago

The New Middle

By  •  Market Segmentation

Sharper socioeconomic stratification methods that are practical and flexible can be useful in revealing untapped marketing opportunities, over time, in emerging markets.

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Doctors, Drugs And Damaging Information
4 years ago

Doctors, Drugs And Damaging Information

By  •  Health Care

People update their beliefs for new medication based on various information sources, but the information they receive is often biased and, on the whole, contradictory. Negative information is not clear-cut, people with high levels of experience, expertise and self-efficacy are less affected because these traits improve their ability to discern the nature and quality of biased information.

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No Pain, No Gain
4 years ago

No Pain, No Gain

By  •  New Product Marketing

When the going gets tough, first-timer product users often walk away. Marketers need to offer training and encouragement to convince consumers to hang on for the ride.

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