Insights from MSI
Starting-up With a Customer Focus
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?
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
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
The customer lifetime value metric offers a new tool for managers to target profitable customers and devise optimal marketing strategies.
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