All Reports
-
Post-Purchase Co-Creation: Consumer Segmentation in Consumer-Driven Collaborative Product Development
Jul 5, 2017 Keith Marion Smith, John Hulland, and Andrew Stephen, 2017, 17-115Post-purchase co-creation offer firms unique levers to influence product consumption and purchase.
-
Editing Entertainment: Length Constraints, Product Quality, and the Case of the Motion Picture Industry
Jun 23, 2017 A. Peter McGraw, Anika Stuppy, and Justin Pomerance, 2017, 17-114Entertainment 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 Countries
Jun 12, 2017 Ofer Mintz, Jan-Benedict E.M. Steenkamp, Martijn de Jong, and Imran S. Currim, 2017, 17-113Important 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 Media
Jun 8, 2017 Ran Kivetz and Daniel He, 2017, 17-112Ephemeral 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 Targeting
May 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111Good 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.