Cultivating the Customer Asset
Atypicality and Cultural SuccessJan 25, 2018 Jonah Berger and Grant Packard, 2018, 18-101-01
Why do some things catch on and others don't? This study of thousands of songs showed that atypicality may be key: A 16% increase in lyrical differentiation was associated with a one-position improvement in chart ranking.
The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
For brands with global ambitions, sports teams with a large diaspora of strong fans may offer a promising sponsorship investment.
In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future DirectionsAug 15, 2017 E. Ascarza, S. Neslin, O. Netzer, Z. Anderson, P. Fader, S. Gupta, B. Hardie, A. Lemmens, B. Libai, D.Neal, F.Provost, R.Schrift, 2017, 17-118-08
Going beyond the “retain/not retain” view of retention, this framework centers on continued transactions and applies to a wide range of businesses.
Post-Purchase Co-Creation: Consumer Segmentation in Consumer-Driven Collaborative Product DevelopmentJul 5, 2017 Keith Marion Smith, John Hulland, and Andrew Stephen, 2017, 17-115-07
Post-purchase co-creation offer firms unique levers to influence product consumption and purchase.
Being in the Moment: The Effects of Ephemeral Communication in Social MediaJun 8, 2017 Ran Kivetz and Daniel He, 2017, 17-112-06
Ephemeral messaging causes people to be more "in the moment" and can improve relations on social media as well as improve customer-firm communication.
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