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- 06 Aug 2024
- Cold Call Podcast
How EdTech Firm Coursera Is Incorporating GenAI into Its Products and Services
In early 2023, Jeff Maggioncalda, CEO of Coursera, started developing the EdTech firm’s strategy for incorporating GenAI into their offerings. By early 2024, the firm had made significant progress in bringing four key capabilities to market, but GenAI was evolving quickly and Coursera needed to continuously improve its offerings. While the firm had been an early mover, competitors were adapting fast. Was Coursera taking full advantage of the opportunities presented by the technology? What more could it do to remain competitive?
- 09 Jul 2024
Non-Fungible Tokens (NFTs) and Brand Building
Non-fungible tokens (NFTs), which allow individuals to own their digital assets and move them from place to place, are changing the interaction between consumers and digital goods, brands, and platforms. Professor Scott Duke Kominers and tech entrepreneur Steve Kaczynski discuss the case, “Bored Ape Yacht Club: Navigating the NFT World,” and the related book they co-authored, The Everything Token: How NFTs and Web3 Will Transform The Way We Buy, Sell, And Create. They focus on the rise and popularity of the Bored Ape Yacht Club NFTs and the new model of brand building created by owning those tokens.
- 07 May 2024
Lessons in Business Innovation from Legendary Restaurant elBulli
Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant’s business. Can the team balance both objectives? Professor Michael I. Norton discusses the connections between creativity, emotions, rituals, and innovation – and how they can be applied to other domains – in the case, “elBulli: The Taste of Innovation,” and his new book, The Ritual Effect.
- 29 Feb 2024
Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent
Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class talent takes discipline and deft decision-making, as case studies by Anita Elberse reveal. What could other businesses learn from his ascent?
- 17 Jan 2024
Psychological Pricing Tactics to Fight the Inflation Blues
Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.
- 05 Dec 2023
What Founders Get Wrong about Sales and Marketing
Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”
Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”
- Research & Ideas
Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales
Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.
- 17 Oct 2023
With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees
Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.
- 29 Aug 2023
As Social Networks Get More Competitive, Which Ones Will Survive?
In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”
- 26 Jun 2023
Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks
Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.
- 31 May 2023
With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines
Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.
- 30 May 2023
Can AI Predict Whether Shoppers Would Pick Crest Over Colgate?
Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.
- 24 Apr 2023
What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks
The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.
- 07 Apr 2023
When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big
Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.
- 10 Feb 2023
COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated
Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?
- 02 Feb 2023
Why We Still Need Twitter: How Social Media Holds Companies Accountable
Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.
- 06 Dec 2022
Latest Isn’t Always Greatest: Why Product Updates Capture Consumers
Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?
- 29 Nov 2022
How Much More Would Holiday Shoppers Pay to Wear Something Rare?
Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?
- 26 Oct 2022
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.
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PDF | This is the fifth edition of Marketing Research and the first that also takes a United Kingdom, European perspective. ... Professor William G. Zikmund. Market research, we argue, can be the ...
Explore the latest full-text research PDFs, articles, conference papers, preprints and more on MARKETING RESEARCH. Find methods information, sources, references or conduct a literature review on ...
Speci cally, new technology (1) sup-. provides new types of data that enable new analytic methods, (3) creates marketing innovations, and (4) requires new strate-gic marketing frameworks. It is important to keep in mind that human representatives of the rm with machine agents, facilitat-. and Cian 2022).
within the doma in of marketing stra tegy includin g: (1) how to. create orga nizational stru ctures that bett er enable developm ent. of marketing st rategies that he lp navigate and adap t to ...
specific objectives: (a) to develop a framework through which to assess the current state of. research conducted within marketing strategy; (b) to illuminate and illustrate the "state of. knowledge" in core sub-domains of marketing strategy development and execution; and (c), to.
Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice.JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.
(1999*) for past research and Morgan et al. (2019*) for recent research. Several recent papers also discuss the future of marketing strategy. In our discussion of future research, we highlight some major and durable trends that will shape marketing strategy research in 2030s while Morgan et al. (2019*) propose a research agenda that
This research considers the impact of heritage on owners who wish to sell such goods. In five studies, the authors demonstrate ... Restricted access Research article First published September 20, 2023 pp. 571-586. xml GET ACCESS. Table of contents for Journal of Marketing Research, 61, 3, Jun 01, 2024.
According to the dictionary, the word 'research' means to search or investigate exhaustively or in detail. The thesaurus gives as a synonym for 'research' the word 'inquiry', which means the act of seeking truth, information or knowledge. So market research can be defined as a detailed search for the truth.
Developing (D3) Market Environments; Managing Business and Innovation in Emerging Markets; and Generalizations in Marketing: Systematic Reviews and Meta Analyses.1 These efforts primarily sought to expand our research scope to include substantive or managerially impactful papers from different domains of the marketing discipline and geographi-
The Role of Marketing Research CHAPTER 1 LEARNING OBJECTIVES After reading this chapter, you should be able to 1. Discuss the basic types and functions of marketing research. 2. Identify marketing research studies that can be used in making marketing decisions. 3. Discuss how marketing research has evolved since 1879. 4.
6. Discuss the considerations involved in selecting marketing scales. 7. Explain ways researchers can ensure the reliability and validity of scales. Introduction . Marketing scales are used extensively by marketing researchers to measure a wide array of beliefs, attitudes, and behaviors.
Digital Marketing Strategies. and the Impact on Customer Experience: A Systematic Review. Mohammed T. Nuseir , Ghaleb A. El Refae, Ahmad Aljumah, Muhammad Alshurideh , Sarah Urabi, and Barween Al ...
defines content marketing as "a marketing strategy where brands create interest, relevance and. h customers by producing, curating and sharing content that. customer needs and delivers visible value" (Gerard, 2015). eation on various social media platforms enables brands to. romote visibility,audience interacti.
The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline.
Conclusions. This aggregated longitudinal analysis of 22 years of PSR in premier marketing journals highlights the development and current state of the literature and identifies several directions for further research. Although the present review confirms some progress in PSR, multiple research opportunities remain.
succeeding with online marketing requires resources to create quality content and build followers. The benefits of online marketing include: (a) economic pricing, (b) the targeting of diverse demographics at once, (c) providing products and services conveniently, and (d) allowing customers to easily research products and services to expedite the
Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers. Marketing research from Harvard Business School faculty on issues including advertising ...
Sciences (ZHAW), Switzerland. ABSTRACT. This study aims to investigate the development of 'marketing inno-. vation' de ned as the implementation of new marketing practices. involving signi ...
In 2004, the American Marketing Association (AMA) introduced a new definition of marketing, according to which the concept refers to "…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." 1 The fact that value-creating activity is highlighted in the AMA ...
Securities and Exchange Board of India is made for protect the interests of investors in securities and to promote the development of, and to regulate the securities market and for matters connected therewith or incidental thereto
This research, and any access to it, is intended only for "wholesale clients" within the meaning of the Australian Corporations Act, unless otherwise agreed by Goldman Sachs. In producing research reports, members of Global Investment Research of Goldman Sachs Australia may attend site visits and other meetings hosted by the companies and other
Digital marketing is the process of advertising of products or services of companies using dig ital. technologies available o n internet including mobile phones, display advertising, and any o ...
"From securing stadiums, broadcasts, and fans to protecting the largest live sporting event in America, the right tools and the right team are key in making sure things run smoothly, avoiding disruptions to the game, and safeguarding the data and devices that make mission-critical gameday operations possible."
One hundred years have passed since the founding of the first independent market research firm in the UK in 1921. This important milestone inspired this special issue of the International Journal of Market Research that explores the role and importance of market research through a historical lens. A historical approach enables recognising and (re)framing both academic and practitioner ...
Various research studies (Howard, 2010;Michael et al. 2009;Shankar et al. 2011, and Thompson 2011) [19, 38,54,56] have attempted to analyse factors behind the success of digital technologies in ...
Table of contents for Journal of Marketing Research, 61, 4, Aug 01, 2024. Skip to main content. Intended for healthcare professionals. ... SUBMIT PAPER. Journal of Marketing Research. Impact Factor: 5.1 / 5-Year Impact Factor: 7.4 . JOURNAL HOMEPAGE. ... xml PDF / EPUB. Mitigation in Marketing: Concept, Definition, and Scope.