Insights from MSI

Insights from MSI (Winter 2003-2004)

Starting-up With a Customer Focus
2004  [04-inswd]
To lessen the impact of competitive risk, new ventures should focus on customer desires—and competitors’ offerings—up front.

Who Gains Most from Radical Innovation?
2004  [04-inswc]
Dominant firms may reinforce their market position via radical innovation, but small firms can be players too.

Assessing the Effects of Changes in Ad Spending
2004  [04-inswb]
It is generally accepted that firms should boost ad spending during a recession. This study takes a closer look at advertising ROI.

Optimizing Customer Value and Resource Allocation
2004  [04-inswa]
The customer lifetime value metric offers a new tool for managers to target profitable customers and devise optimal marketing strategies.

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