Based on MSI's working paper series, Insights is specifically targeted to our managerial audience, emphasizing the insights and findings that will help improve business performance.
Many retailers fear the easy price comparisons that e-shopping offers to consumers.
This study argues that retailers should embrace the lowered search costs of cyberspace. Here, researchers take a look at how consumers process information about the products they love. New products can be a high stakes gamble for firms, and managers may resist giving NPD teams the autonomy they need. This study offers some answers. In a study of how British firms assess their marketing performance, researchers Flora Kokkinaki and Tim Ambler found that, despite the attention that brand equity has received throughout the 1990s, only about one-third of companies are regularly quantifying this marketing asset.