Marketing Innovation
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Developing Strategy
Competing Against Low-Cost Countries
Higher quality and niche marketing are not always the answer.
Larry Yu
Marketing Strategy
When Consumers Go to Extremes
Consumer preference is determined by how their options are presented.
Larry Yu
Innovation Strategy
Benefiting from Rivals’ Breakthroughs
A company’s market value actually increases when its known rivals innovate.
Larry Yu
Marketing Strategy
Merging the Brands and Branding the Merger
When one company acquires another, executives have 10 distinct options for the corporate rebranding.
Richard Ettenson and Jonathan Knowles
Marketing Strategy
Rethinking Consumer Boycotts
INTELLIGENCE: New developments, research and ideas in management
Richard Ettenson, N. Craig Smith, Jill Klein and Andrew John
Customers
How to Prevent Your Customers From Failing
As companies use self-service technologies, responsibility for service quality shifts to customers.
Stephen S. Tax, Mark Colgate and David E. Bowen
Customers
The Great Expectations Effect
Asking customers about their wants increases the probability that they will be dissatisfied.
Larry Yu
Marketing Strategy
The Decline and Dispersion of Marketing Competence
Frederick E. Webster Jr., Alan J. Malter and Shankar Ganesan
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