Working Papers

Cultivating the Green-Tea Moustache: Defining, Delineating and Delivering Marketplace Tranquility

Cele Otnes

University of Illinois

Hyewon Oh

University of Illinois

Ravi Mehta

University of Illinois

Jun 6, 2021

Using in-depth interviews and analyzing archival data, this study identifies key components of strategies that marketers can use to create and deliver products, services and experiences that help foster customers’ tranquility.

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