The Dynamics of Marketing in CyberspaceJan 01, 1999
Many retailers fear the easy price comparisons that e-shopping offers to consumers. This study argues that retailers should embrace the lowered search costs of cyberspace.
Why Line Extensions Often BackfireJan 01, 1999
How can managers ensure that line extensions add value for customers? This study finds that companies' product management practices are key to developing clearly differentiated additions to existing product lines.
Assessing the Potential of New ProductsJan 01, 1998
These researches offer a less costly way to provide reliable predictions of market potential.
Why Managers Persist with New Product FailuresJan 01, 1998
Today’s competitive market demands fast and accurate reaction to negative feedback, yet managers often stick with a losing course of action. This study examines why, and suggests how to avoid the trap of “escalation bias.”
Satisfied Customers: Recovering from Service FailureJan 01, 1998
Marketing managers at service organizations know that satisfying customers depends not only on what their company does right, but also on how well it recovers when something goes wrong.