Understanding Brands Across CulturesJan 01, 2001
Do global brands have universal meaning? Yes and no, suggests this study of brand “personality.”
Measuring Consumer Willingness to PayJan 01, 2001
The lottery procedure described in this study offers marketers a new tool in determining optimal pricing.
Incumbency, Size, and Radical InnovationMay 01, 2000
Are large, incumbent firms less likely to produce radical breakthroughs? This study suggests that the “incumbent's curse” may actually be a decided advantage in the competitive arena of new product development.
How Consumers Choose Product OptionsJan 01, 2000
As customers increasingly tailor products to their individual needs, managers can influence choices by how they present the options.
Building New Businesses in Large FirmsJan 01, 2000
Are established firms inhospitable to new ventures? Not necessarily. This study examines how determined innovators in large companies transformed idea into successful reality.