Market researchers at the University of Massachusetts Amherst say a new, younger “entitlement” generational cohort is emerging from the group known as the Millennials. The change is coming in response to cataclysmic events, especially the Great Recession, that have occurred since 2008.
Walmart may serve millions of customers, but suppliers who are lucky enough to have Walmart as their customer have one more reason to smile—in the spirit of the chain store’s famous “happy face” logo. According to supply chain research by Panos Patatoukas, assistant professor of accounting at the University of California, Berkeley’s Haas School of Business, suppliers with few but major customers enjoy higher performance—demonstrated by bottom line profitability rates and stock market valuations—than firms with a less concentrated customer base.
Four engineering faculty members with technology transfer success stories discussed the challenges of the commercialization process during a March 14 dinner celebrating the 10th anniversary of the von Liebig Center for Entrepreneurism and Technology Advancement. The von Liebig Center offers seed funding and advisory services and is part of the Jacobs School of Engineering at the University of California, San Diego.
A new University of Utah estudy, published in February’s edition of the Journal of Personality and Social Psychology, concludes that “for groups to be successful, they must effectively exploit the knowledge of their (individual) members.”
Businesses understand the value of a good pricing strategy. A new marketing study suggests there is also value in how businesses talk about time with customers.
University of Arkansas assistant professor Godwin-Charles Ogbeide learned that consumers are more inclined to stay in hotels that take steps toward environmental sustainability.
Several regions of our brains are activated in a two-part process when we are exposed to deceptive advertising, according to research conducted by a North Carolina State University professor. The work opens the door to research that could help us understand how brain injury and aging may affect our susceptibility to fraud or misleading marketing.
A new study led by two Florida State University marketing professors finds that some frontline service employees who are rewarded for hikes in customer loyalty and satisfaction also may engage in “service sweethearting,” a clandestine practice that costs their employers billions of dollars annually in lost revenue.
Money is great for buying stuff, but a new study by University of Iowa business professors suggests it's also useful for keeping score and might help people make better decisions.
The hype and buzz surrounding Super Bowl commercials are big business for companies and have become a major attraction for viewers. Taking advantage of the growing trend, this year’s ads are using a variety of tools that go far beyond the traditional TV commercial, said Abhi Biswas, a UT Dallas marketing professor in the Naveen Jindal School of Management.
Vanderbilt research shows a storyline that really makes the viewer pay attention may score the highest. Marketing narratives are more likely to trigger a positive response when following the storyline requires some mental work.
The countdown to Sunday’s Super Bowl has started and Texas Tech University experts can speak to a variety of subjects involving the biggest U.S. sporting event of the year.
While the Giants and Patriots are competing on the field in Super Bowl XLVI, one marketing expert expects a battle for brewery supremacy to play out on our television screens.
Dr. Jim Simpson and Dr. Yeqing Bao, marketing professors at The University of Alabama in Huntsville, are compiling research that could serve as a road map for how developing countries like China can most effectively market their products in developed markets such as the United States.
When it comes to buying brands, it turns out investors have preferences. Investors reward companies acquiring stand-alone brands, rather than entire firms, particularly when a buyer has strong marketing capabilities. Similarly, selling a brand that a company cannot do a great job of marketing or is unrelated to its core business can boost the seller's share price. Most important, transferring a brand from a firm with weaker marketing capabilities to one with stronger marketing capabilities creates net shareholder worth for both companies.These top-line findings from the Indiana University Kelley School of Business indicate that investors have a deeper understanding of marketing's impact and financial value than previously believed.
Last year’s hit Super Bowl ad, a Volkswagen spot featuring a boy dressed as Darth Vader, was unique in that it was actually released before the game. This year, nearly all ad agencies are expected to run previews of their commercials before the Feb. 5 Super Bowl on YouTube and other sites, leading a marketing expert at Washington University in St. Louis to question the wisdom of running a television ad at all.
Talent contests are abundant these days. Whether it’s singing, dancing or cooking, it seems someone is always on the lookout for the next “super star.” WalMart Stores, Inc., have even entered the fray, announcing a reality-show like plan to find the next “it” product, a move an innovation expert at Washington University in St. Louis applauds.
A surprising sales approach has led to a 1000% increase in profits over five years for a small Virginia manufacturer. Landing on Inc. magazine's 500/5000 fastest-growing companies list for two years running, Savvy Rest is a company on the move.
Coors Light has surpassed Budweiser as the No. 2 beer by shipments in the United States, foretelling a downward trend for full-calorie lagers that will continue, says a strategy expert at Washington University in St. Louis.
How do holiday shoppers make fast and effective choices about what to buy? One Darden professor helps uncover the role of the similarity heuristic in how people make decisions.
An international study of holiday shopping and religion finds that dominant religious groups are more likely to experience “consumption mass hysteria” while shoppers in minority religions may view malls much differently: as central meeting places that “can play an active role in the creation of a sacred event.”
Traditional product advertising — full-page magazine ads and 30-second television commercials — may be going the way of the rotary phone. Emerging concepts such as crowdsourcing, viral Internet campaigns, product placements and guerilla promotions will dominate the marketing and advertising landscape in 2012 and beyond, says a marketing expert at Washington University in St. Louis.
Brian Mennecke, an Iowa State University business professor, foresees facial recognition technology creating new "marketing avatars" -- or "mavatars" -- to be used by savvy marketers in the not-too-distant future.
The Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health today released a four-part YouTube movie charting the alcohol industry’s push into digital marketing and raising questions whether the industry’s self-regulation is adequately protecting underage youth from exposure to the “alcohol experience” available on social marketing platforms such as FaceBook, YouTube and Twitter.
“Health claim” labels that link nutrients to disease prevention have a contentious history involving regulators, corporations, and the public. The “oat bran craze” of the late 1980s demonstrated how health claims have enormous profit potential, but also the need for regulation of these claims.
Companies are shifting to digital platforms and media to interact and collaborate with customers and employees.
Gift givers follow a “more-is-better” logic; recipients evaluate the overall package.
A new research study co-authored by an Indiana University professor suggests that interactive applications for mobile phones such as Apple's iPhone and Google's Android may be some of the most powerful forms of advertising yet developed. The study confirms that using branded mobile phone apps increases a consumer's general interest in product categories and improves the attitude that they may have toward the sponsoring brand.
Packaging sells the product. But the same persuasive packaging that can lead consumers to buy a particular product can also cause them to use less of it once they take it home, thus reducing long-term sales.
As Cyber Monday approaches, a new study of e-commerce giants eBay and Amazon argues that auction sites may have “over-invested in institutional structures” to reduce buyers’ economic risk while ignoring social elements of their transactions.
With the holiday season fast approaching, Natalie Wood, Ph.D., assistant director of Saint Joseph’s University’s Center for Consumer Research, offers the following strategies for how marketers can be better prepared and leverage the power of social media to strengthen their existing marketing campaign. With the right social media strategy, Wood says marketers can maximize brand exposure at very little cost.
Nestlé Purina’s latest commercial for its Beneful dog food, aimed directly at canines by using high-frequency noises inaudible to humans, should serve to increase the bond owners feel with their pets, says a marketing expert at Washington University in St. Louis.
UCLA researchers and colleages have found that certain types of subtle advertisements reduce activity in the decision-making areas of the brain, suggesting that some ads seduce, rather than persuade, consumers to buy their products.
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