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Internet-enabled mobile devices have fundamentally changed marketing — and personal privacy.
Jay I. Sinha et al.
Subscription e-commerce uses AI to offer personalized, low cost, convenient products. It’s working.
Murali D.R. Chari et al.
Multinationals need to start viewing market intelligence as a strategic asset in emerging markets.
November 30, 2016 | Rebecca W. Hamilton, Roland T. Rust, and Chekitan S. Dev
Companies have an incentive to design goods and services with customer retention in mind. Unfortunately, they often add expensive features to their offerings without knowing whether or how much they will increase retention — and adding too many features can actually decrease customer satisfaction with products after customers have used them.
Neil T. Bendle and Charan K. Bagga
Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.
Tucker J. Marion et al.
Companies that want to draw innovation ideas from social media need customized approaches.
Marie-Cécile Cervellon and Pamela Lirio
For companies, the social media behavior of employees represents both an opportunity and a risk.
Danielle Dalton et al.
If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.
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.
Shameen Prashantham and George S. Yip
Partnering with emerging-market startups is easier if four key factors can be addressed.
Srivardhini K. Jha et al.
A successful innovation developed by Cisco’s R&D unit in India offers practical insights.
José F.P. Santos and Peter J. Williamson
Across a broad swath of industries, multinationals are losing ground in emerging markets to local players.