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Marketing

Short Circuit
9 months ago

Short Circuit

By  •  Technology

Businesses like technology as a way to reach audiences quickly and nimbly. What could go wrong? A lot, says Rice Business Professor Utpal Dholakia, in a working paper on bad experiences with marketing technology.

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Accidental Editor
1 year ago

Accidental Editor

By  •  Commentary

What happens when a veteran academic takes the wheel editing a scholarly journal? Rice Business Professor Wagner Kamakura tells about his reverence for expert reviewers, his worries about too much lab research, and why editing scholars is like being a traffic cop.

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Coin Toss
1 year 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
1 year 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
2 years 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
2 years 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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A Luxury You Can Afford
2 years ago

A Luxury You Can Afford

By  •  Consumer Behavior

Place and time are powerful. If you book your hotel from home instead of the office, you’ll likely pick a cheaper option. And if you pay for it three months in advance instead of three weeks, you may like the same hotel more. Rice Business Professor Ajay Kalra explains why.

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Guilty Pleasures
2 years ago

Guilty Pleasures

By  •  Human Behavior

Research that focuses on self-control as a general trait ignores the fact that people are more tempted by certain behaviors, such as smoking, drinking, overeating or overspending. To craft useful public policy that reduces harmful behaviors, Rice researchers say studies of self-control need to be more specific about the types of behavior they’re targeting.

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Breaking Up Is Not That Hard To Do
2 years 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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The Commitments
2 years 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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As You Like It
2 years ago

As You Like It

By  •  Marketing

Do you care more about product selection or price? What about your next-door neighbor? A marketing methodology devised by Rice Business Professor Vikas Mittal helps marketers group customers by geography, psychological profile – and desire.

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Making Beautiful Music
2 years 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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Wheel of Fortune
2 years ago

Wheel of Fortune

By  •  Personal Finance

Personal savings: Americans who based their savings on a cyclical time orientation had a 78 percent higher savings rate than those who followed a more traditional Western orientation.

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Not Just Digits
2 years ago

Not Just Digits

By  •  Marketing

Algorithms might help companies perform more effectively when it comes to their customers but how does the customer feel? And does that matter?

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Making Converts Of Consumers
2 years ago

Making Converts Of Consumers

By  •  Marketing

The same principals that have drawn people to organized religion can, and have, been used by marketers to draw people to their products.

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Can You Hear Me Now?
3 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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‘Buy American’: A Branding Toolkit
3 years ago

‘Buy American’: A Branding Toolkit

By  •  Marketing

Buying American is not just a matter of price and quality. Decades of research has identified four drivers of country-based branding: country branding, country animosity, consumer ethnocentrism and local identity.

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Branding
3 years ago

Branding

By  •  Book Excerpt

Bethany Andell ’01 and co-author Jackie Dryden show CEOs, consumers and the public at large why corporations need to unleash their inherent good—and how to do it.

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Ahead Of The Curve
5 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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