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Gerald C. Kane et al.
For multinational companies, language barriers are a key obstacle to social business. Can a multilingual approach work?
Companies that want employees to be stewards of the brand should trust them to represent the organization well on social media.
How much choice do people really want? Default rules, which establish decision-making starting points, can help.
March 27, 2015 | Leslie Brokaw
Before introducing a new product to an emerging industry, companies should track the evolution of category labels in that industry. “Once you understand the nature of category labels and how they evolve, you can fairly easily track them,” write Fernando F. Suarez and Stine Grodal, both of Boston University School of Management. “But few companies do.”
How well do you really understand your customers -- and their relationship to your business? These articles offer insights on both of those topics.
Julien Cayla et al.
Companies are gaining insights from ethnography, the in-person study of how consumers use a product.
Omar Merlo et al.
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Peter A. Gloor and Gianni Giacomelli
Big data analysis can help geographically distributed companies monitor customer satisfaction.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Frank V. Cespedes et al.
Pursuing growth opportunities without defining your ideal customers can hamper profitable growth.
Timothy Keiningham et al.
Misguided attempts to improve satisfaction can damage a company’s financial health.
Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.
Andreas Hinterhuber and Stephan Liozu
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.
James C. Anderson et al.Organizations can pick price points that provide both profits and long-term value to suppliers.