Marketing Strategy
Ethnography in Action at Wells Fargo
Wells Fargo Bank used ethnography to better understand how customers use its products.
Customer Acquisition & Retention
Latest
Customers
What Unhappy Customers Want
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Marc Grainer, Charles H. Noble, Mary Jo Bitner and Scott M. Broetzmann
Ethics
When Should You Fire Customers?
Letting unprofitable customers go is an option, but so is training them out of expensive behavior.
Marketing Strategy
Why Customer Participation Matters
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Omar Merlo, Andreas B. Eisingerich and Seigyoung Auh
Quality & Service
Three Things Retailers Must Do To Compete
Customer satisfaction leads to customer loyalty. Here are three factors that are key.
Leslie Brokaw
Analytics & Business Intelligence
Omnichannel Retailing and Data Analytics: Leveling the Playing Field
The new world of omnichannel retailing includes physical, online and mobile channels.
Renee Boucher Ferguson
Marketing Strategy
Should You Punish or Reward Current Customers?
Should you offer your best prices to new customers or existing ones?
Jiwoong Shin and K. Sudhir
Developing Strategy
Competing in the Age of Omnichannel Retailing
Mobile technology is blurring the boundaries between traditional and Internet retailing.
Erik Brynjolfsson, Yu Jeffrey Hu and Mohammad S. Rahman
Business Models
How Starbucks Has Gone Digital
Top Starbucks executives Adam Brotman and Curt Garner discuss their company’s digital strategy.
Adam Brotman and Curt Garner, interviewed by Michael Fitzgerald
Digital Marketing
What Matters Most in Internet Retailing
Though online retailers have unlimited trading areas, they must learn where to best find customers.
David R. Bell, Jeonghye Choi and Leonard Lodish
Ethics
The Benefits of Combining Data With Empathy
Optimizing processes only takes companies so far. Success requires applying data with compassion.
Ritu Agarwal and Peter Weill
Social Media
SAP: Using Social Media for Building, Selling and Supporting
SAPs ten-year-old online network has nearly three million members.
Mark Yolton (SAP), interviewed by David Kiron
Marketing Strategy
Is It Time to Rethink Your Pricing Strategy?
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
Andreas Hinterhuber and Stephan Liozu
Business Models
Dethroning an Established Platform
The experiences of Apple’s iPhone and Google’s Gmail offer four keys for entering platform markets.
Fernando F. Suarez and Jacqueline Kirtley
Digital Marketing
Enhancing Relationships With Customers Through Online Brand Communities
To improve online communities, companies need to enhance communication among custoemrs.
Mavis T. Adjei, Charles H. Noble and Stephanie M. Noble
Business Models
How to Identify New Business Models
Another method to pursue growth: Use thought experiments to assess new business model possibilities.
Joseph V. Sinfield, Edward Calder, Bernard McConnell and Steve Colson
Executing Strategy
Why Dominant Companies Are Vulnerable
When consumers feel that their choices are restricted, many respond by leaving the market leader.
Kyle B. Murray and Gerald Häubl
Digital Marketing
How to Get Your Messages Retweeted
What increases the chance of “retweeting,” so company tweets are shared with recipients’ networks?
Arvind Malhotra, Claudia Kubowicz Malhotra and Alan See
