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.)
Towards People-Centered MarketingNov 18, 2010
Rob Kozinets, York University
Traditional marketing approaches tend to segment and describe consumers narrowly. To achieve a deeper level of insight, marketers must instead view consumers as people who operate in multiple domains. Rob Kozinets, York University, discusses this "people-centered" approach to consumer understanding. (2:55 min.)
Effective Social Media StrategyNov 18, 2010
Donna Hoffman, University of California, Riverside
A google search on "How do I measure the ROI of my social media?" will generate millions of results, but very few answers, says Donna Hoffman, University of California, Riverside. She suggests that marketers measure the "investments customers are making in their brands" via Facebook "likes" and other online postings and updates. By linking these consumer investments to traditional measures like purchase intention, firms can better understand the return on their social media investments.