Featured Marketing Articles
A curated excerpt from Tap by Anindya Ghose.
ManMohan S. Sodhi and Christopher S. Tang
Thanks to technologies like 3-D printing, a new supply chain model is emerging.
Jay I. Sinha et al.
Subscription e-commerce uses AI to offer personalized, low cost, convenient products. It’s working.
How Customer Input Aids Digital Marketing
May 18, 2017 | Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
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.
Manuel Cebrian et al.
Social media provides the fuel for unpredictable, temporary mobilization, rather than steady, sustainable change. To reverse this trend and reap more enduring benefits from social media requires a fundamental change in focus. Research shows that incentive networks are an important middle layer between ideologies and activity in online digital platforms such as Twitter and Facebook. So, too, is a focus on establishing loyalty and stickiness rather than just “likes” and retweets.
Marie-Cécile Cervellon and Pamela Lirio
When employees are not fans or supporters of the company’s products on social media, it sends an ambiguous message and could deprive the company of potential supporters. Employers can counter this by encouraging their “digital native” employees to become brand ambassadors for the company.
Strategies for Emerging Markets
Shameen Prashantham and George S. Yip
Partnering with emerging-market startups is easier if four key factors can be addressed.
Ram Mudambi et al.
Some multinationals have a winning India strategy that involves both local and global value chains.
Srivardhini K. Jha et al.
A successful innovation developed by Cisco’s R&D unit in India offers practical insights.
December 5, 2016 | Murali D.R. Chari, Kimberlee Luce, and Inder Thukral
A shortage of reliable information is common in emerging markets. Because such markets are heterogeneous, the sources and methods for market intelligence require modification before they can be transferred from one emerging market to another. Market intelligence is thus best viewed and managed as a strategic asset that multinationals should invest in keeping up to date.
Learning From Your Customers
Suketu Gandhi and Eric Gervet
Products connected to the Internet of Things are providing unprecedented levels of information.
Jielin Dong and Yanli Zhang
Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.
Omar Merlo et al.
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.