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Glen L. Urban and Fareena Sultan
Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.
Christian Schulze et al.
There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.
Zheng Fang et al.
New research shows that mobile advertising targeted to consumers based on their locations can be effective.
December 16, 2014 | Fernando F. Suarez and Stine Grodal
When is the best time to enter a new industry? As it turns out, understanding the product category dynamics in an emerging industry and when a dominant category label has been introduced are important to identifying the “window of opportunity” to enter. Dominant category labels typically are introduced right before the industry starts a phase of rapid growth and consolidation. Companies would do well to track category labels before introducing a product in a nascent industry.
Increasingly, companies are handling their customer service not just through email and online chats but in more public forums: Facebook and Twitter, specifically. It's a cultural shift that many customers applaud.
Martijn van der Zee (KLM), interviewed by Gerald C. (Jerry) Kane
For KLM, social business developed in response to an epic customer service crisis.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Thomas M. Tripp and Yany Grégoire
Companies need to understand and manage the rising threat of online public complaining.
Why are companies still using snail mail to deliver information that customers need in real time?
Sriram Dasu and Richard B. Chase
Organizations need to value the “soft side” of customer management: emotions, trust and control.
Andreas Hinterhuber and Stephan Liozu
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
Marco Bertini and Oded Koenigsberg
For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?
It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.
Jiwoong Shin and K. Sudhir
Should you offer your best prices to new customers or existing ones?