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.
Embracing Cannibalization for Radical InnovationJan 01, 1998
What distinguishes innovative companies from others? Organizational attitudes and structures.
Whither the Brand? Forecasting Its Changing RoleJan 01, 1998
Traditional notions of brand management are beset by challenges. Here, researchers posit some future scenarios for the once-almighty pillar of the marketing structure.