Cultivating the Customer Asset
Broadening Customer Understanding through Holistic Customer Job and Behavioral ResearchMay 16, 2018 Mark Schneid, Head of Environmental Science, North America, Bayer Crop Science
Moving beyond a narrow view of customers can create transformational innovation opportunities. Mark Schneid will describe research to understand how Bayer Crop Science can contribute to customers’ success by improving their holistic job outcomes.
How Human Behavior Works Against Us When It Comes to Saving Adequately for RetirementMay 16, 2018 Justin Clowes, Senior Marketing Manager, The Vanguard Group
Learn from Vanguard's Justin Clowes how the deck is really stacked against the participant when it comes to saving for retirement and how small incremental steps may help create more positive outcomes.
Stopping “Hedonic Decline” of Once Loved ProductsMay 16, 2018 Jeff Galak, Carnegie Mellon University
Jeff Galak will discuss the latest research that speaks to how firms can slow down “hedonic decline” and keep consumers enjoying the products that they own and (hopefully) choose to repurchase.
Does IT Lead to More Equal Treatment? An Empirical Study of the Effect of Smartphone Use on Customer Complaint ResolutionMay 10, 2018 Catherine Tucker and Shuyi Yu, 2018, 18-111-05
Analysis of data from Boston’s 311 system shows that service complaints originating in more highly educated census blocks are likely to be resolved more quickly than complaints from lower education neighborhoods. Mobile technology at least partially eliminates that advantage in complaint resolution by providing a standardized communication tool. Importantly, researchers use an instrumental variables approach to address endogeneity in mobile app use.
Opinion Leaders or Opinion Followers? The Effect of Centrality on Susceptibility to Group InfluenceMay 10, 2018 Edith Shalev and Rom Y. Schrift, 2018, 18-109-05
Marketers should adjust their expectations of the social influence of consumers with a large number of ties. Sometimes, social influencers want to be opinion followers rather than leaders. To harness their potential as brand influencers, marketers may need to underline the fit between the brand's traits and the community's values.
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