Cultivating the Customer Asset
Advancing the Enterprise: Creating Greater Customer Focus in Thriving OrganizationsJan 03, 2019 Gregory S. Carpenter, Northwestern University
Greg Carpenter will explore how successful firms create a greater customer focus based on a multi-year, multi-firm ethnographic study. He will explore the resistance successful firms confront, how firms use the organizational culture to overcome these obstacles, and the benefits successful firms enjoy.
Feeling Poor and the Allure of the Extraordinary: The Case of SuperheroesNov 16, 2018 Stephanie Tully, University of Southern California
Financial well-being is fundamental to people's lives and key to their overall well-being. Stephanie Tully will present work that examines how “feeling poor” directs consumers' marketplace decisions.
The Value of Compatibility to a Tied-good MarketNov 16, 2018 Yufeng Huang, University of Rochester
The evolution of consumer expertise ("human capital") plays a crucial role in product diffusion. Yufeng Huang will present research that measures consumer expertise in digital camera usage and quantifies its impact on the adoption, usage, and switching decisions.
How Politics Can Influence Shopping BehaviorOct 31, 2018
Nailya Ordabayeva, Boston College
The polarized political climate is impacting the marketplace; consumers increasingly take a political stand through their actions and expect companies to do the same.
The Economic Value of Meta-Report Cards: The Case of AutomobilesOct 25, 2018 Guneet Kaur Nagpal and Rajdeep Grewal , 2018, 18-133-10
Meta-report cards offer value to consumers and marketers by reducing search costs and sending a quality signal.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.