Is ‘free’ becoming a four-letter word?
Three professors — including Anja Lambrecht and Naufel Vilcassim from London Business School — have recently completed a study that showed that...
Marketing Showing 13 of 48 results in category "Marketing"
Beyond pink
Making cancer detection compelling - Stefano Puntoni, Steven Sweldens and Nader T. Tavassoli, ‘Gender identity salience and perceived vulnerability to breast cancer’, Journal of Marketing Research 48, no. 3, June 2011.
How consumers can help you create new products
Progressive companies have realised that social media such as Facebook and Twitter can be an asset in new product development. Rajesh Chandy and other professors found that ‘consumer cocreation’ could easily reshape the way you market your next product.
What should be on the Davos agenda?
January sees the World Economic Forum’s Annual Meeting at Davos. But what should the leaders of the world be discussing? London Business School faculty make their suggestions.
Segmenting when it matters
Andreas Birnik and Richard Moat argue that business complexity is directly linked to the degree of segmentation implemented by a company.
Decoding demand opportunities
Classic marketing techniques, such as the use of focus groups or ethnographies, miss the enormous opportunities that can be leveraged once companies commit to understanding consumers in the context of life experiences.
Default lines
Most consumers don’t think about the potential range of choices in a sales transaction; thus, they often accept the pre-selected “default” choice. Companies can benefit immensely from well-designed defaults, though, and Daniel Goldstein tells us how.
Making strategic judgements
Can a case to be made for managers to become less risk-averse or even act in a manner contrary to conventional wisdom? Jules Goddard and Tony Eccles suggest that may be the best strategy during economic turmoil.
Custom-built
Mass customization has rapidly moved from an abstract theory to a practical source of competitive advantage. Fabrizio Salvador has been studying the companies that have bolstered their business by tapping into the idiosyncratic needs of customers.
Customer challenged
CEOs universally wish to know what customers are experiencing and what they make of their experiences, says Khaled Choudhury. Often, they don’t have a clue.
On the verge of something extraordinary
According to the global guru ranking, the Thinkers 50, published by The Times, C.K. Prahalad is “the most influential living business thinker in the world”.
Uncommon common sense
Global competition is intense and often thought to be for big multinationals only. Yet, Bernd Venohr and Klaus Meyer believe that mid-size firms can achieve global market leadership, as many German companies demonstrate. But, how do they do it?
Branding from the inside out
One seldom thinks of the human resource function as a base for marketing, but Nader Tavassoli makes a persuasive case for starting your branding strategy with your own employees.
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