When people speak about their love for companies like Southwest Airlines and Chick-fil-A, it often comes with praise for their achievements both in the realm of customers and employees. Of course, achievements with these two groups need not be connected. Over the past several years, for example, Wal-Mart has been praised for leading a campaign to encourage use of long-life light bulbs, while also facing allegations of gender discrimination and unsafe working conditions. Does it matter?
Given the substantial investment of time, money, and firm resources spent chasing “likes” on Facebook, marketers are increasingly asking themselves, “What is the value of a Facebook fan?” New research published in the Journal of Marketing Research shows that turning “likes” into improved brand attitudes and increased purchasing requires more than just the click of a button.
Firms need to rigorously measure the ROI of their free extras. A more accurate picture can be obtained by considering costs and revenues from both initial purchases and subsequent retention and by calculating these for each amenity on a case-by-case basis
When and how do stock market returns predict the performance of new product success? Research indicates that stock markets can accurately predict which products will succeed under specific conditions.
The ideal design of a product should be neither too similar nor too dissimilar to the average design in its segment or brand. Firms that are not ready for a full redesign can still improve their pricing and advertising strategies based on knowledge of how product designs influence consumers’ perceptions.
Anticipation of greater variety in a future consumption experience can not only influence how much consumers enjoy that future experience but also plays a role in how much they enjoy and are satiated by their present experiences.
Marketers increasingly rely on customer data for important decisions, yet they have little insight into the potential pitfalls of collecting such data or how to prevent them. New research from the Journal of Marketing helps marketers get a better handle on their data and analytics initiaves.
The way information about an innovation is presented can have a substantial impact on new product success. Research shows that ‘gamifying’ innovation information increases new product adoption by increasing customer curiosity about the innovation and perceived relative advantage of the innovation.
Defaults are increasingly common—and controversial. Critics argue that default-setters should disclose how defaults are intended to influence choices.
A forthcoming Journal of Marketing paper provides an exceptional framework to guide a firm in using customer l to enhance firm value. It’s a framework for heroic marketing, if you will.
Recent research reveals a few special things about my interaction at a local repair shop that led to an immediate jump in my loyalty.
Authors Julie Ozanne and Brennan Davis discuss the disconnect between academic research and its impact on society. They explore the benefits of the "Relational Engagement Approach" and highlight three direct outputs of this process that are mutually beneficial for both researchers and end users: productive interactions, enhanced capacities, and improved social networks.
A lenient return policy may help retail stores increase sales and reduece returns, according to a new study from the Journal of Retailing.
Professor Ronald Hill discusses the problems of poverty, homelessness, and lack of access to resources through the lens of the marketer. "Getting the right products to the right people at the right time is our claim to fame. Now we can do it for society and the marketplace!"
A recent paper discusses consumer responses to different strategic dimensions of a cobranding arrangement.
New research from Journal of Marketing examines a new super-breed of unhappy customers, appropriately calling them “brand saboteurs.”
In the past decade, design has gone from a company activity to a strategic priority and a source of competitive advantage.
Nearly all companies solicit some type of feedback from their customers about their product and service experiences.
We have every reason to expect that corporate sustainability initiatives will continue to increase.
A recent paper discusses the strategic implications for purchasing marketing assets such as products and brands.