Featured Marketing Articles
Identifying the optimal prices for products was once a time-consuming process. That’s changing.
Gal Oestreicher-Singer et al.
Online product recommendation networks can spread demand from one product to another.
Sagit Bar-Gill and Neil Gandal
Online personalization algorithms are leading many content viewers to narrower choices.
June 6, 2017 | ManMohan S. Sodhi and Christopher S. Tang
Thanks to emerging technologies like 3-D printing, manufacturers can offer consumers customized products and do so with unprecedented speed. Intrigued by a new product you saw in a YouTube video? Well, someday soon you may be able to personalize it, order it via the company’s website, and have it in your hands in a matter of days. But to enable this phenomenon at scale, an entirely new model of supply chain is required.
Developing Products for Global Markets
Ram Mudambi et al.
Despite India’s economic growth, many foreign companies have found it difficult to make money selling there. But a number of companies have found a winning strategy that involves weaving together local and global value chains.
Srivardhini K. Jha et al.
How can multinational companies turn ideas from their emerging-market subsidiaries into global products? A successful innovation developed by Cisco’s R&D unit in India offers practical insights into how to make that process work effectively. Key enablers in the Cisco case included well-developed R&D capabilities at a company center in Bangalore, a large market opportunity, and the support of executive champions. The process also demanded clarity about what product to develop, and how — including working on a shoestring budget.
Trends in Digital Marketing
Manuel Cebrian et al.
Why hasn’t the proliferation of social media resulted in long-lasting social and business change?
Renée Richardson Gosline et al.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Jay I. Sinha et al.
Subscription e-commerce uses AI to offer personalized, low cost, convenient products. It’s working.
How Product Features Support Repeat Business
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.
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.
Matthew Mount and Marian Garcia Martinez
When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.