Insights from MSI
Why Consumers Pay More for National Brands
What accounts for the price premium consumers will pay for national brands? This study finds that brand image plays a key role—at least for some consumers segments.
What Customers Want Online
To build business on the Internet, a company needs to understand how a website visit measures up in consumers minds. In this focus group study, researchers identify criteria e-shoppers use to evaluate service quality.
Building New Businesses in Large Firms
Are established firms inhospitable to new ventures? Not necessarily. This study examines how determined innovators in large companies transformed idea into successful reality.
Customer Equity: ROI for Marketing
Whats the value of customer-based strategies? This study offers a framework to help firms measure the financial impact of their marketing dollars.
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