The Power of Product Recommendation Networks

Frontiers |

Gal Oestreicher-Singer et al.

Much as relationships in social networks have been analyzed to understand and influence how ideas flow among people, researchers wondered whether it might be possible to use the structure of product recommendation networks online to understand or influence how demand flows among products. The short answer is yes, and the implications for marketers are important.

The Hidden Side Effects of Recommendation Systems

Frontiers |

Gediminas Adomavicius et al.

Recommendation engines are an easy way to reach new customers, but marketers may encounter unintended consequences due to the inherent biases in the algorithms.

Bill It, Kill It, or Keep It Free?

Wolfgang Ulaga and Stefan Michel

Many B2B companies seek to grow beyond traditional product lines by venturing into new services. Yet they often overlook the opportunity to capture sales from free services they provide. This article outlines the free-to-fee, or F2F, service transition. It shows how to inventory free services (categorizing them as profit drains, distributor delights, competitive weapons, or gold nuggets) and lays out a path for profitably generating revenues.

How to Launch Products in Uncertain Markets

Jan-Michael Ross and Jan Hendrik Fisch

How should companies launch products in times of uncertainty? Should they “wait and see” until uncertainty resolves — or commit to a full-scale launch and ride it out? Conventional wisdom says being early to market is the right choice, but that is not always the case. Many companies can benefit from a mixed, “act and see” approach.