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Companies that want employees to be stewards of the brand should trust them to represent the organization well on social media.
Fernando F. Suarez and Stine Grodal
The ideal window of opportunity to enter a new industry starts when a dominant category label is introduced.
Glen L. Urban and Fareena Sultan
Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.
February 3, 2015 | Gerald C. Kane
Social media platforms provide two key capabilities in the enterprise context — managing networks and sharing digital content. The problem is, with multitudes of platforms available — and features changing daily! — it’s hard to pick among them. Blogger Gerald C. Kane outlines a simple method for making optimal decisions about which social media platforms an enterprise should use.
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.