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Omar Merlo et al.
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
C. Whan Park et al.
Research suggests that a good corporate logo can have a positive effect on customer commitment.
Renault’s Chief Digital Officer builds a Digital Factory of an unusual sort.
December 19, 2013 | Julien Cayla, Robin Beers and Eric Arnould
Companies are gaining value from ethnography, the in-person study of how people actually use a product or service. Through its attention to the details of people’s lives, ethnography can be a powerful tool to help executives gain insights into their markets. Ethnographic stories can also be indispensable in helping executives rethink their assumptions about what customers care about and about overall strategic direction.
Online retailing is far and away the fastest growing retail sector in the United States. While there are no straightforward rules about where to look for e-commerce customers, there are proven strategies for finding them — and keeping them.
David R. Bell et al.
Though online retailers have unlimited trading areas, they must learn where to best find customers.
Peter Weill and Stephanie L. Woerner
If you lack a good digital business model, your customers may leave you behind.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.
Timothy M. Laseter et al.
Managing returns, structuring the physical distribution network and deploying product inventories are all key.
Alden M. Hayashi
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Consumer trust in online ratings may be misplaced, according to recent research.
Chris Andrew and Gary Liu (Hearsay Social), interviewed by Gerald C. (Jerry) Kane
As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.
V. Kumar and Rohan Mirchandani
Using a seven-step process, an ice cream retailer substantially improved its social media marketing.
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.
Arvind Malhotra et al.
What determines whether consumers will “like,” comment on or share a company’s Facebook posts?