Social Media: Beyond Communication to Changing the MarketplaceOct 04, 2011
Jennifer Aaker, Stanford University, discusses how individuals have created movements, brands, and ideas with great impact, by leveraging social and traditional media. (2:16 min.)
Connected Consumers and Marketing in Social MediaOct 04, 2011
Andrew T. Stephen, University of Pittsburgh
What affects the likelihood of people passing information via Twitter and Facebook? Andrew Stephen, University of Pittsburgh, discusses the role of “pumps,” those users who most frequently post on the Web.
The Role of Social Influence in Shaping Customer BehaviorJun 23, 2011
Darren Dahl, University of British Columbia
Incidental similarity between a salesperson and customer, such as a shared birthday, can strongly influence customer behavior. Darren Dahl, University of British Columbia, discusses the important role of such social influences in shaping customer responses in a sales context. (2:47 min.)
Micro-entrepreneurs in Emerging Markets: Who They Are and Why They MatterMar 17, 2011
Om Narasimhan, University of Minnesota
Om Narasimhan, University of Minnesota, discusses his research on the obstacles facing micro-entrepreneurs in emerging markets.
Patterns in Global R&D Location: Implications and Strategies for MultinationalsMar 17, 2011
Gerard J. Tellis, University of Southern California
As India outpaces the U.S. in R&D investment and job creation, how can U.S. multinationals compete? Gerard Tellis, University of Southern California, suggests that building businesses "from scratch" is the most effective way for U.S. companies to "out-innovate" emerging markets. (2:15 min.)