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.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.