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Not every product can enter the market at the ideal time. Three strategies can help new products make the most of any timing.
Erin Hughes and Gerald C. Kane
The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.
How much choice do people really want? Default rules, which establish decision-making starting points, can help.
September 16, 2014 | David R. Bell, Santiago Gallino and Antonio Moreno
Retail customers now readily use both online and offline retail channels. To thrive in this new environment, retailers need to reexamine their strategies for delivering information and products. Companies that are successful at navigating the omnichannel environment take a customer perspective and view the activities of the company through two core functions: information and fulfillment. They also consider hybrid online-offline approaches, including inventory-only showrooms and “buy online, pick up in store” options.
Smart companies know they should be focused on identifying and retaining the best customers for their business. These articles explore how that's done.
Julien Cayla et al.
Companies are gaining insights from ethnography, the in-person study of how consumers use a product.
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.
December 4, 2014 | Glen L. Urban and Fareena Sultan
Smartphone apps that provide consumers with helpful information — instead of simply pushing product sales — can improve users’ preference for a company. As well, mobile apps that are about useful information, what the authors call “benevelance,” can significantly impact sales at a low cost and thus improve profitability. “A benevolent app can build trust, which in turn can lead people to consider purchasing your product,” write authors Glen L. Urban and Fareena Sultan.>
Companies that want employees to be stewards of the brand should trust them to represent the organization well on social media.
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.
Gerald C. Kane
Social media isn’t enough anymore to give businesses a lift — unless they use it to innovate.