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What’s happening this week at the intersection of management and technology.
Companies often don’t focus enough on understanding how customers decide what to purchase.
Jielin Dong and Yanli Zhang
Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.
December 14, 2015 | Claudia Kubowicz Malhotra and Arvind Malhotra
Rather than waiting for impressions about a company to be driven by others in social media, CEOs of large companies can help shape the conversation by becoming active on Twitter. Journalists often check a CEO’s Twitter account before covering the CEO or the company, and certain types of business-related CEO tweets — including tweets about new management initiatives; strategy and performance; and new products and services — have even correlated with positive movement of company stock prices.
"If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers. They’re listening today to whether and how you interact with your current customers." — Danielle Dalton, Bridget Akinc, and Gerald C. Kane, "Can Social Media Cultivate Long-Term Loyalty?"
Lior Zalmanson and Gal Oestreicher-Singer
Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”
Dante M. Pirouz et al.
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
Danielle Dalton et al.
If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.
Jay I. Sinha
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Fernando F. Suarez and Stine Grodal
The ideal window of opportunity to enter a new industry starts when a dominant category label is introduced.
C. Whan Park et al.
Research suggests that a good corporate logo can have a positive effect on customer commitment.
Neeru Paharia et al.
New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.
Carlos Dominguez (Sprinklr) interviewed by Gerald C. Kane
Companies need to focus more on the people already invested in the brand, says the president and COO of Sprinklr.
June 16, 2015 | Wendy L. Tate, Diane Mollenkopf, Theodore Stank and Andrea Lago da Silva
To compete in different strategic segments at the same time, companies need close coordination between the sales side of the company and supply chain operations. Just as importantly, joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation. “A company may have an excellent sales and marketing team and a top-flight operations team and still deliver the wrong benefits to a customer,” the authors note. This article includes an online questionnaire for assessing the current stage of your company’s demand and supply integration, with suggestions for how to improve.
Kurt Matzler et al.
New strategies are helping companies embrace “collaborative consumption” and the “sharing economy.”
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?
Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.
It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.
March 15, 2016 | Neil T. Bendle and Charan K. Bagga
Well-defined metrics are critical to effective marketing. However, despite their widely acknowledged importance, five of the best-known marketing metrics — market share, net promoter score, the value of a “like,” customer lifetime value, and ROI — are regularly misunderstood and misused. This confusion undermines the marketing discipline’s reputation for delivering results. The authors present Do’s and Don’ts for using these metrics and flow charts with detailed advice for developing each metric.