Detection of Customers’ Life Change: Real-time Analysis Using a Control Chart ApproachMay 31, 2016 Yi Zhao, Nuo Xu, and Yingge Qu , 2016, 16-110
A simple and efficient solution to help managers target direct marketing based on customers’ life changes.
Economic Inequality, Trust, and Brand LeadershipMay 31, 2016 Joshua T. Beck, Colleen Harmeling, Yashoda Bhagwat, and Conor M. Henderson, 2016, 16-109
Evidence that higher economic inequality → lower system trust → lower brand trust → worse brand leader performance. Can a brand leader restore trust and performance?
Dynamic Effects of Service Transition Strategies on B2B Firm Value: Tradeoffs in Sales, Profits, and Cash FlowMay 4, 2016 Mehdi Nezami, Stefan Worm, and Robert W. Palmatier, 2016, 16-108
Many B2B manufacturers are transitioning to services, but do they understand the performance effects of adding more service offerings? Using data on 525 manufacturers, this study looks at how service transitions affect sales growth, profitability, and cash flow volatility.
Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand DyadsFeb 22, 2016 Behice Ilhan, Koen Pauwels, and Raoul Kübler, 2016, 16-107
In the digital brandscape, brand fans are engaging and interacting with rival brands – and their fans. This study points to opportunities for marketers to respond, influence rivals, and strengthen their own brand image.
The Role of Mere Closeness: How Geographic Proximity Affects Social InfluenceFeb 19, 2016 Jannik Meyners, Christian Barrot, Jan U. Becker, and Jacob Goldenberg, 2016, 16-106
Field and experimental studies show that marketers can use geographic data to actively manage product recommendations—leading to higher conversion rates and purchases of products that better-suit customer needs.