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.
Should Ads Be Consistent over Time or Change with the Market? Evidence for Young and Established Brands of MinivansFeb 18, 2016 Koen Pauwels, Bharat Sud, Robert Fisher, and Kersi D. Antia, 2016, 16-105
When should brand advertising build consistency and when should messaging respond to changing consumer preferences? This analysis of the U.S. minivan market offers insights on the tradeoffs.
The Dark Side of Big Data’s Effect on Firm PerformanceFeb 17, 2016 Kelly D. Martin, Abhishek Borah, and Robert W. Palmatier, 2016, 16-104
A rare customer-centric perspective on firms' customer data use, based on event study of data security breaches affecting 167 public companies
Competitive Price Targeting with Smartphone CouponsFeb 8, 2016 Jean-Pierre Dubé, Zheng Fang, Nathan Fong, and Xueming Luo, 2016, 16-103
Mobile technology allows firms to target promotional offers to customers located near a competitor. How does competitor response moderate the profitability of geo-conquesting?