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Vikas Mittal

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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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Happy Campers
11 months ago

Happy Campers

By  •  Investing

What really impresses investors? They value firms that can pull off a balancing act, pleasing both their customers and their employees simultaneously. Rice researchers find that consistently treating both groups well leads to higher long-term value from investors, but that low ratings from one stakeholder group can undermine any value added by high ratings from the other.

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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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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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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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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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