Marketing Strategy
The Big Difference a Penny Makes
Should you price a consumer product at a price that ends in 99 cents — or price it at a round dollar amount?
Pricing
Latest
Marketing Strategy
When Should You Nickel-and-Dime Your Customers?
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
Rebecca W. Hamilton, Joydeep Srivastava and Ajay Thomas Abraham
What the GDP Gets Wrong (Why Managers Should Care)
The irony: We know less about the sources of value in the economy than we did 25 years ago.
Erik Brynjolfsson and Adam Saunders
Supply Chains & Logistics
Supply Risk in Fragile Contracts
Spot markets can be used to limit exposure.
Çağrı Haksöz and Ashay Kadam
Marketing Strategy
Discounting Do’s and Don’ts
Recent evidence shows that some discounts and sales can be detrimental.
Jeffrey M. Stibel
Marketing Strategy
The Art of Managing New Product Transitions
Feryal Erhun, Paulo Gonçalves and Jay Hopman
Innovation Strategy
The Experimental Roots of Revolutionary Vision
The history of the Swedish retailer IKEA illustrates the role that adaptation and experimentation play in the development of an innovative strategy.
Jérôme Barthélemy
Marketing Strategy
So You Think You Know Your Brand?
A company must have a three-dimensional view of its brand.
Dan Stiff
Marketing Strategy
Attractive By Association
When targeted promotions appeal to non-targeted customers.
Larry Yu
Marketing Strategy
Smart Pricing
A review of recent and seminal work linking pricing decisions with operational insights.
Moritz Fleischmann, Joseph M. Hall & David F. Pyke
Marketing Strategy
Pricing as a Strategic Capability
If pricing isn’t a strategic capability — a contributor to a company’s ability to implement its strategy — it’s probably a strategic liability.