Branding and Differentiating in a World of Increasing UniformitySep 21, 2015 Bart J. Bronnenberg, University of Tilburg
Consumer packaged goods (CPG) manufacturers invest heavily in their brands. Recent estimates of firm-specific brand capital are astronomical in size. In this session, Bart Bronnenberg will share 15 years of large-scale empirical research on branding, innovation, and order-of-entry effects in CPG markets. Drawing from historical and current panel data—each covering many markets and categories—he will discuss the empirical persistence of brand shares, formation of long-term brand preference, and the effects of product expertise on brand premiums. Participants will be asked to share opinions and experiences on what is created when investing in brand capital.
Assimilation or Differentiation? Investigating the Effect of Competition on Sponsored Search Advertisers’ Keyword DecisionsJul 23, 2015 Shijie Lu and Sha Yang, 2015, 15-116
Develops a model of sponsored search advertisers’ keyword entry decisions; applies the model to a panel dataset of 1,252 keywords used by 28 manufacturers, retailers, and comparison websites that advertise on Google.
When to Focus on a Competitive ThreatApr 07, 2015
Smaller brands can compete with bigger brands with the help of consumers who want to have their voices heard.
The New Emerging Market Multinationals: Disrupting Markets and Building BrandsFeb 25, 2015
Webinar featuring Amitava Chattopadhyay, INSEAD
Emerging markets have created a new breed of savvy and serious multinational competitors (EMNCs).
New Product Exclusivity May Not Be a Good ThingAug 29, 2014
Exclusivity arrangements don't allow sellers to capitalize on positive word of mouth from rival customers.
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