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.
Learning and Business Performance: A Study of Two IndustriesJan 01, 1997
In any industry, the ability to learn is vital. But which learning style is appropriate? And what impact does learning have on performance?
Do Marketing Policies Change Consumer Behavior in the Long Run?Jan 01, 1997
As manufacturers increase trade promotions, how does this affect consumers’ long-term purchasing behavior?
Consumers and Brand Stretches: Keeping Customers HappyJan 01, 1997
Line extensions may boost—or contradict—self-image. Here, researchers examine how ownership affects consumer response.