Editing Entertainment: Length Constraints, Product Quality, and the Case of the Motion Picture IndustryJun 23, 2017 A. Peter McGraw, Anika Stuppy, and Justin Pomerance, 2017, 17-114
Entertainment producers spend billions of dollars and countless hours creating motion pictures, so why are there so many bad movies? This study looks at how time constraints affects product quality.
Drivers of Metric Use in Marketing Mix Decisions: An Investigation across the G7, BRIC, and MIST CountriesJun 12, 2017 Ofer Mintz, Jan-Benedict E.M. Steenkamp, Martijn de Jong, and Imran S. Currim, 2017, 17-113
Important insights for top execs who need to understand and drive downstream managerial metric use
Being in the Moment: The Effects of Ephemeral Communication in Social MediaJun 8, 2017 Ran Kivetz and Daniel He, 2017, 17-112
Ephemeral messaging causes people to be more "in the moment" and can improve relations on social media as well as improve customer-firm communication.
TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
The Socially Responsible CMOMay 22, 2017 Peren Ozturan and Amir Grinstein, 2017, 17-110
On the path toward marketing excellence, CMOs should place high priority on social responsibility efforts, this study suggests.