Helping Consumers Choose Among BundlesJan 01, 2002
More firms are bundling their products and services. How do consumers view the task of choosing among bundles?
Valuing CustomersJan 01, 2002
This study develops an approach for customer valuation and examines its relationship to firm value.
New Diagnostics for Retail and Brand ManagersJan 01, 2002
In this study, researchers use store-level scanner data to analyze the unit sales effects of promotions. Their findings may prompt managers to rethink their price-cutting strategies.
Mapping New Product SuccessJan 01, 2002
Geographical clusters of early adopters can predict an innovation’s eventual fate, according to this study. That’s the power of word-of-mouth.
When to Boost Spending for Well-known BrandsJan 01, 2002
How effective is increased ad spending? That depends on whether the ad appeals to the head or the heart.