Purchasing Decisions

Showing 1-13 of 13

The Power of Consumer Stories in Digital Marketing

New research finds that stories about consumers’ positive experiences with a brand significantly increase users’ engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren’t offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers.

Why Great New Products Fail

Many innovative new products don’t succeed. One common reason: Companies don’t focus on understanding how customers make purchase decisions. But paying attention to how customers search for information about what to buy, and how they make guesses about details they can’t easily find, helps predict whether customers will embrace certain product innovations. Companies need to focus on innovations that customers will easily recognize or find ways to alert them to innovations they may not detect on their own.

Bringing Sustainability Metrics to Purchasing Decisions

When hotel chain Hilton Worldwide looked at supply chain sustainability, it lacked tools to help weigh sustainability factors. Hilton partnered with sustainability consultant BSR to create the Center for Sustainable Procurement. In this interview with MIT SMR’s David Kiron, Hilton’s VP of supply management William Kornegay and Eric Olson of BSR discuss how the initiative evolved.

advertisement

advertisement

Showing 1-13 of 13