Executing Strategy
Integrating Supply and Demand
Joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation.
Customer Acquisition & Retention
Latest
Social Media
Thinking Outside the [Penalty] Box
The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.
Marketing Strategy
The Case for ‘Benevolent’ Mobile Apps
Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.
Digital Marketing
Rejuvenating a Brand Through Social Media
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Culture
Revisiting Complexity in the Digital Age
Digital technologies are helping companies finesse trade-offs between complexity’s costs and benefits.
Marketing Strategy
Ethnography in Action at Wells Fargo
Wells Fargo Bank used ethnography to better understand how customers use its products.
Customers
What Unhappy Customers Want
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Ethics
When Should You Fire Customers?
Letting unprofitable customers go is an option, but so is training them out of expensive behavior.
Marketing Strategy
Why Customer Participation Matters
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Quality & Service
Three Things Retailers Must Do To Compete
Customer satisfaction leads to customer loyalty. Here are three factors that are key.
Analytics & Business Intelligence
Omnichannel Retailing and Data Analytics: Leveling the Playing Field
The new world of omnichannel retailing includes physical, online and mobile channels.
Marketing Strategy
Should You Punish or Reward Current Customers?
Should you offer your best prices to new customers or existing ones?
Developing Strategy
Competing in the Age of Omnichannel Retailing
Mobile technology is blurring the boundaries between traditional and Internet retailing.
Business Models
How Starbucks Has Gone Digital
Top Starbucks executives Adam Brotman and Curt Garner discuss their company’s digital strategy.
Digital Marketing
What Matters Most in Internet Retailing
Though online retailers have unlimited trading areas, they must learn where to best find customers.
Ethics
The Benefits of Combining Data With Empathy
Optimizing processes only takes companies so far. Success requires applying data with compassion.
Social Media
SAP: Using Social Media for Building, Selling and Supporting
SAPs ten-year-old online network has nearly three million members.
Marketing Strategy
Is It Time to Rethink Your Pricing Strategy?
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
Business Models
Dethroning an Established Platform
The experiences of Apple’s iPhone and Google’s Gmail offer four keys for entering platform markets.
Digital Marketing
Enhancing Relationships With Customers Through Online Brand Communities
To improve online communities, companies need to enhance communication among custoemrs.