Marketing Topics

Why Digital Goods Are Valued Less Than Physical Goods

Carey Morewedge, Boston University

Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.

Challenging the Marketing Status Quo

David Gal, University of Illinois at Chicago

Why do businesses fail to adapt as circumstances evolve? In this webinar, David Gal draws on lessons from the history of warfare, business, and science to identify the forces that serve to protect the status quo and how these forces can be overcome.

The Role of Scenario Presentation in the Selection of Innovation Projects

Marketers play an important role in innovation project selection decisions, and this report examines the influence of scenario presentation in the process.

Consumption and Design of Music Albums and Personalized Playlists

Khaled Boughanmi will present research that uses a nonparametric Bayesian model combining online data to explore the dynamics of musical success of albums over the last half century.

Best of MSI - Leading Mass Disruption

Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company

Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.