The Rise of Omnichannel Promotion and Distribution
The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless DisruptionAug 09, 2018
Barbara Kahn, University of Pennsylvania
We are just witnessing the start of the radical changes in retail that will revolutionize shopping in every way. In this webinar, Barbara Kahn will examine the companies that have been most successful during this wave of change, and offers fresh insights into what we can learn from their ascendance.
The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand EvaluationsJun 4, 2018 Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek, 2018, 18-115-06
Good news for marketers: Carefully crafted ads delivered through appropriate mediums can still have a positive impact on brand evaluations even in the increasingly cluttered environment that consumers navigate today. That's because consumers may infer they have positive evaluations of a brand when they find themselves distracted by a background ad (i.e., distraction = interest).
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. While charging a fee for sales encourages "web-rooming," results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
Multichannel Management in the 21st CenturyApr 19, 2018
Webinar featuring Sandy Jap
In this webinar, Sandy Jap will discuss the changes in how customers are buying and what firms need to do about it in an increasingly multichannel world.
The Fateful First Consumer ReviewApr 11, 2018 Sungsik Park, Woochoel Shin, and Jinhong Xie, 2018, 18-106-04
Just how important is the first product review? This analysis of Amazon and Best Buy data finds that the effects are surprisingly powerful and persistent: even after 36 months, a negative first review harms the average review rating and the damage on the number of subsequent reviews increases, rather than decreases, over time.
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