Insights from MSI

Insights from MSI (Summer 2002)

Mapping New Product Success
2002  [02-inssd]
Geographical clusters of early adopters can predict an innovation’s eventual fate, according to this study. That’s the power of word-of-mouth.

When to Boost Spending for Well-known Brands
2002  [02-inssc]
How effective is increased ad spending? That depends on whether the ad appeals to the head or the heart.

New Diagnostics for Retail and Brand Managers
2002  [02-inssb]
In this study, researchers use store-level scanner data to analyze the unit sales effects of promotions. Their findings may prompt managers to rethink their price-cutting strategies.

What Is Lost When a Customer Leaves?
2002  [02-inssa]
This profitability model includes customers’ social interactions, and calculates the cost of customers lost—to competitors or your own company.

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