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In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as …
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To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand …
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The way in which we communicate is changing radically. In the analog world, promotional communication was consumed rather passively.
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In the good old days shop managers knew their customers personally and were able to tailor offerings to their needs and desires. But how …
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Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable.
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Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly …
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In a classic seeded WOM marketing campaign, a company sends product samples to a selected group of influencers, and encourages them share …
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Many social media handbooks recommend targeting customers’ close connections and encouraging consumers to spread the word about their …
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Consumers have become always on and constantly connected. Search costs have plummeted, individuals’ abilities to digitally express …
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To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have …
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“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in …
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Online advertisers have the non-trivial job of jointly assessing the effects of banner ad design elements available in a large number of …
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across all continents. To keep up with the rapid influx of new city dwellers, city leaders are turning to technology. One of the key …
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Digital transformation has a strong impact on the retail industry. Activities that were once retail sector are moving to online stores, …
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Crowdfunding is a method of raising funds to support a venture, usually by raising small amounts from a large number of investors.
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Digital transformation requires a digital mindset and new approaches to dealing with both decision risk and decision speed.
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The driving force behind our internet economy is demand-side economies of scale, also known as network effects. These arise when users …
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It is not only products or services that are becoming obsolete but also organizational processes and systems because they simply no longer …
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Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. It has an …
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Big data will change market research at its core in the long term because consumption of products and media can be logged electronically …
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While many traditional retail banks are struggling with a business downturn, the direct bank market is enjoying steady and respectable …
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New technologies have made today’s marketing faster, more mobile, more location-based, more digital, more virtual, and more automatized …
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Big data contains lots of information about consumers and allows companies real-time and data-assisted decision making to gain significant …
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Location data has become more and more accessible. Smartphone applications such as location-based services collect location data on a …
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