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- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
customer loyalty has remained stubbornly consistent for forty years. Holt showed how the value of the hillbilly allegory was destroyed by the hippie counterculture in the late Sixties. Mountain Dew responded with a new "redneck...
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by Martha Lagace
- 24 Apr 2018
- First Look
First Look at New Research and Ideas, April 24, 2018
consumers trust a platform, revealing acceptable information flows increases ad effectiveness. Studies 5a and 5b, conducted in the field with a loyalty program website (i.e., a trusted platform), demonstrate this benefit of transparency....
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Sean Silverthorne
- 10 Jan 2005
- Research & Ideas
The Knowledge Coach
"Deep smarts," as Harvard Business School professor emerita Dorothy Leonard and collaborator Walter Swap see the term, is the intuition, judgement, and knowledge, both explicit and tacit, that is stored in the heads and hands of...
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by Dorothy Leonard & Walter Swap
- 20 Jan 2015
- First Look
First Look: January 20
dampen competition, both online and in-store, and its effectiveness in this respect depends on the decision-making stage of various consumers and the heterogeneity of their preference for the online vs. store channels. Surprisingly,...
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Sean Silverthorne