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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.
Gerald C. Kane
Social media environments challenge managers to think in nonlinear ways about their business.
David R. Bell et al.
To thrive in today’s retail environment means reexamining how both information and products are delivered.
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.
How are companies making Facebook, Twitter, and other social media work for them? These articles present strategies and real-world examples.
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.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Mavis T. Adjei et al.
To improve online communities, companies need to enhance communication among custoemrs.
Many of us have had a moment when we click “send” and realize our message is going to the wrong person. Now what?
Ralf VonSosen (LinkedIn), interviewed by Robert Berkman
At LinkedIn, the sales staff has become well-versed in the use of social media tools to open doors.
B. Bonin Bough (Mondelez International), interviewed by David Kiron
B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.
Ming-Hui Huang and Roland T. Rust
In service businesses, there is often a trade-off between productivity and customer satisfaction.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Rolph E. Anderson et al.
Product selection is one of six significant drivers of customer satisfaction for e-retailers.
Stan Maklan et al.
Sophisticated relationship management resources alone won't make customers more loyal.