Whither the Brand? Forecasting Its Changing RoleJan 01, 1998
Traditional notions of brand management are beset by challenges. Here, researchers posit some future scenarios for the once-almighty pillar of the marketing structure.
Beyond “Business as Usual”: Making the Product-to-Organization ConnectionJan 01, 1998
How can firms take advantage of product innovation? This study describes the capacities that enable effective product innovation—and the organizational obstacles that constrain it.
Divide and Prosper: Partitioned Prices and DemandJan 01, 1998
It is widely thought that partitioned pricing increases consumer demand. Here, researchers take a close look at the strategy.
Employees Weigh in on Ad CampaignsJan 01, 1997
Managers are keenly aware of advertising’s impact on consumers. But employees, too, scrutinize ads and their judgments can affect their attitudes, loyalty, and performance.
Best Firms More Alike Than Different—Around the GlobeJan 01, 1997
Regardless of country of origin, successful companies use similiar organizational strategies.