New Product Development
Social Influence on Consumer DemandMay 19, 2016
Consumer demand for hedonic products is driven by others’ choices: social influence boosts demand for popular products while unpopular products become even less popular. Here, Olaf Maecker, Nadja Grabenstroer, Michel Clement, and Mark Heitmann summarize findings of a macro-experiment.
Creating Products That Captivate CustomersFeb 05, 2015
Webinar featuring Peter Boatwright, Carnegie Mellon University
Why do some companies create captivating products that energize the marketplace and set the standard for what customers want and expect, while other companies create products that fail to generate enthusiasm, or even just flop?
Using Big Data Tools to Make People More CreativeDec 11, 2014 Olivier Toubia, Columbia University
Olivier Toubia discusses how tools and methods developed to deal with big data can be used to identify promising new ideas and to enhance the idea generation process.
Dynamics of Multi-Feature Product Usage: Carryover, Spillover, and Social EffectsDec 9, 2014 Tingting Fan, Peter N. Golder, and Eitan Muller, 2014, 14-118
Examines multi-feature product usage after purchase; develops a structural model to simultaneously address incidence and duration of feature usage on smartphones and an online social network.
5 Things I Know About Marketing – MillerCoors CMO Andy EnglandNov 04, 2014
The perfect Coors Light experience? "When the beer is as cold as the Rocky Mountains of its heritage," says MillerCoors CMO Andy England. He talks about creating special product experiences, how big brands start small, and more.
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