Word-of-mouth promotions can significantly outperform conventional campaigns, and online and offline interactions are both important for success.
Findings on value creation and regulatory fit offer far-ranging implications for management, marketing and even mental health.
After the first flight arrived at BA’s new Terminal 5 at Heathrow, everything went downhill.
Does anyone recall who sponsored the Olympics — and do you remember correctly? As companies spend millions of dollars to sponsor sporting events, it's time to ask if sponsors are getting their money's worth.
Super Bowl ads don’t quite make it to the new world of networking sites, user content and interactive media.
Ordinary people may have better taste in culture and the arts than their choices in consumption suggest.
Traditional market research methods may not give you the information you need to set the right price.
Businesses can profit by getting connected to their competitors, according to research by Professor Olivier Toubia.
Experts may boast intimate knowledge about the specific details of a new product, but that may not always be what consumers want.
For effective crisis communications, firms need to consider their spokesperson’s facial features.
During Sirius Satellite Radio’s bid to acquire XM Satellite Radio it claimed that its real competition was not from XM but all the other options — hi-def radio, MP3 players, cellphones and backseat DVDs — that consumers have for incorporating audio and media into their drive time.
Don Sexton explains the complex yet measurable relationship between a company's branding efforts and its shareholder value.
There is no shortage of Asian brands that are known globally and more will be coming soon.
Improving customer learning can increase profits and benefit consumers.
Everyone has his or her own choices for the top marketers of 2007, so I don’;t expect you to agree with me.
Is Citi Field a well-placed marketing spend? In challenging economic times, don't underestimate the importance of customer perception. What else do marketers need to consider?
Coach chairman and CEO Lew Frankfort ’69 is going on the offensive, opening nearly 30 stores in China (with plans for 50 more) and introducing more high- and low-end styles. Will this dilute the brand?
Individual incentives based on impact yield more and better ideas in group settings.
Since 1995, more than 45,000 Americans have died waiting for organ transplants. If more people signed up as organ donors and followed through on their pledge, how many lives would it save?
We urgently need a name for our new IDC initiative. It should capture the uniqueness of the IDC brand and be fitting of an MBA student-run pro bono consulting group.
A new method for designing market-research experiments reduces costs and yields more precise results.
To combat the high cost of textbooks, Professor Noel Capon is allowing students to pay what they wish for the online version of his new marketing text.
Donald Lehmann discusses Managing Customers as Investments, a new book in which he and coauthor Sunil Gupta explain how to calculate and apply customer lifetime value.
A taxonomy of new web-based business models shows how healthy profits can be made even when aspects of an offering are available for free.
Michelin’s PAX Run-Flat tire was a big-bet innovation, intended to overturn the industry in the same way that their introduction of steel-belted radial tires did nearly 60 years ago. What went wrong?
During spring break we traveled to Ghana with the mission of developing a marketing strategy that would increase tourism and investment in Kumasi, Ghana’s second largest city.
Noel Capon looks at how companies succeed in a new world where an oversupply of goods and services means an undersupply of customers.
Giving consumers too many options early in a build-to-order transaction may trigger decision-making meltdowns — which can boost or erode product sales.
By implementing a consistent value proposition ("The Change We Need"), Barack Obama has created a clear advantage for himself over John McCain.
A simple set of related rules can help doctors diagnose breast cancer using a less invasive type of biopsy.
Decisions based on emotions are more consistent — and might be more satisfying — than those based on deliberation.
It might seem wise to approach negotiations with a well thought-out plan. But new research from Professor Michel Tuan Pham finds that negotiation may not be that complicated: negotiators who rely on their feelings often come out ahead.
A method for designing products that appeals to two groups with very different perspectives.
Even when the options aren't so different, categorizing similar products can make choosing easier for undecided consumers.
As participants in incentive systems perceive that they are getting closer to their goal, they intensify their efforts.
We are in the midst of a huge shift towards “cloud computing” — where we store our files and software on the web rather than on our personal desktop machines.
An Executive Education trip to the Frick Collection provides an extraordinary learning opportunity in symbolic versus direct communication.
A viral marketing campaign, like OfficeMax's Elf Yourself program, can do great things for brand recognition. But how well does that translate into direct sales? Adjunct professor Ava Seave blogs about how to set the right expectations for viral marketing.
Small changes in pricing by time and location can have a dramatic impact on your bottom line.
In the future, global companies will do more and more business with other global companies. G2G is a different game from B2B. Noel Capon explains how to make the shift.
What will be the impact of lab-made diamonds on the diamond market?
To profitably manage their customer base, firms need to capture and analyze the dynamics of customer relationships, over time.
Unilever’s Dove brand has garnered much goodwill for its 4-year “Campaign for Real Beauty.” But it turns out that the refreshingly atypical beauties from its print campaign may have been airbrushed.
After 35 years, Professor Morris Holbrook is retiring from teaching. We spoke with him about the evolution of research on consumer behavior and what the science owes to "evil German scientists."
When it comes to movies, can critics and the average moviegoer ever agree? Research by Professor Morris Holbrook suggests that in the absence of a major marketing blitz, they often do.
The economic downturn has done what even David Beckham could not: transform professional soccer into an American institution. A lesson in the dangers of co-branding.
What does the financial crisis mean for the retail sector? Professor Mark Cohen, a moderator at today's Retail and Luxury Goods Conference, discusses the rapidly changing landscape.
How did the Indian Premier League become a worldwide phenomenon? Professor Rajeev Kohli's case study on the cricket league was the focus of the School's inaugural case competition, which concluded last night. Read more about the case.
Delivering the dream of space travel has always been the exclusive province of government agencies, and primarily the privilege of professional astronauts. With Virgin Galactic, Richard Branson is trying to change that.
The answer to the question of who will win the election may lie partly in whether voters are looking for honesty or competence. And one clue to how candidates are perceived is the shape of their face.
With the right product differentiation strategy, you can steal customers from your competition without provoking a price war.
Their popularity with low-income buyers may not be the only reason single-serve packages sell so well.
What could be a better basis for determining your firm’s degree of customer orientation than the behavior of your CEO?
Change need not be difficult or expensive, says Professor Eric Johnson. It is as simple as looking at how an organization utilizes its default settings.
Chinese consumers judge brand names in other languages by the sound and meaning of the names’ Chinese equivalents.
Antitrust laws aim to protect consumers and spur innovation by fostering competition, but in some industries ingenuity thrives under monopolists.
Offering last-minute deals is not always a sound pricing tactic for airlines, but under some circumstances, economy carriers may want to offer such bargains.
Many people have contributed to FedEx’s success, but few are aware of the role played by someone who was not even employed by the company.
Pulling off bold strategies that change markets requires leadership through every step of strategy development, planning and implementation.
New research from Professor Brett Gordon shows that competition between Intel and AMD stifled, rather than fostered, Intel's innovation. How so?
New research from Professor Leonard Lee shows that decisions made with emotional processing tend to be more consistent. Certain attributes can elicit those kinds of gut decisions.
It's imperative that marketers realize that social media is the business strategy - not just a part of the business strategy.
In an April 23 talk with students sponsored by the Sports Business Association and led by Matthew Hill '09, NFL Commissioner Roger Goodell discussed many of the major issues currently facing the National Football League.
Our feelings about the ways we get money influence how -- and sometimes even when -- we spend it.
What do brand managers need to know about viral marketing? New research from Professor Olivier Toubia featured in the current issue of Columbia Ideas at Work demonstrates the power of viral programs.
Measuring marketing ROI need not be elusive. Don Sexton explains how firms can measure and increase the marketing contribution to the bottom line.
You can sometimes improve your product's market share by adding competition. A study of consumer behavior challenges conventional wisdom about product placement.
What exactly is a social enterprise? And how are we delivering on our bold idea for social change?
Rebranding initiatives are becoming more common among nonprofits — particularly educational institutions — as they increasingly adopt marketing strategies that previously were used only in the for-profit world.
A new orientation lecture about the financial crisis was created this year to give students an overview of the causes and key issues of the crisis.
Bernd Schmitt, who delivered the closing remarks at the Innovative Marketing Conference at Columbia Business School on June 8–9, discusses whether there is a new foundation for marketing.
Can research from management science and marketing help explain - and possibly treat - depression and anxiety?
When I think of the challenges that the Red Cross is facing, they are not dissimilar to what I’ve seen at for-profit organizations.
Professor Holbrook did a series of studies on music, mostly to understand the role music plays in shaping the way most of us think and feel about nonmusical things.
Almost thirty years ago, Morris Holbrook and his colleagues stirred up a sea change in consumer research, tabling the old rationalist model and exploring the emotional side of consumer behavior.
What was once a small desert city along the gulf coast is quickly becoming a large metropolis with miles of skyline and hundreds of man-made islands emerging from the Arabian Gulf.
Politicians and marketers take note: when it comes to persuading people who have ambivalent attitudes, more is more.
Noel Capon talks about how firms can retain and grow their most valued customers by shifting from country-based account management to global account management.
Just what is the difference between a widget and an app?
Consumers’ goals for what to buy and how much to spend become increasingly concrete as they navigate the shopping process.
The ongoing battle for the Democratic nomination illustrates the three keys to brand success today: a great experience, consistent messaging and an emotional appeal.
The right price for the right customer in the right market at the right time is your company's greatest source of value.
Factoring in consumer behavior and consumption rates can help firms optimize their multipart pricing schemes.
Professor William Duggan, author of "Strategic Intuition", and Naif Al-Mutawa '03 are speakers at the inaugural TEDxEast event today. Watch live streaming video from the event.
Businesses can profit by getting connected to competitors.
The film's success mirrors many of the trends that are driving Indian advertising and branding. What are they? Professor Gita Johar shares what panelists discussed at the recent Branding in India and China symposium.
Facebook users sent a strong message to the company in November: don’t share our online buying information. But how valuable is this information among friends?
Pinpointing your location on a Google map is only the beginning.
During difficult economic times, companies must differentiate themselves in new ways to build a solid and loyal customer base. Unique to Columbia...
Today, capturing and delivering customer value requires a laser-effective marketing strategy. Strategic Marketing Management focuses on the nimble...
In times of economic uncertainty, strategic accounts are a company's most valuable asset. The ways in which they are identified, nurtured and...
A company's pricing strategy can mean the difference between survival and failure in today's volatile economic climate. Strategic Pricing provides...
The two-day event brought together leaders in business, technology, media and marketing to discuss how technology and innovation are transforming the ways that companies build and sustain brands. Read more...
Don Lehmann, the George E. Warren Professor of Business in the Marketing Division, was awarded the 2006 Berry-AMA Book Prize by the American Marketing Association Foundation. Read more...
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David Rogers, Executive Director of the Center on Global Brand Leadership at Columbia Business School, was given the prestigious "Brand Leadership Award" at the 18th annual World Brand Congress held on November 4th & 5th in Mumbai India. Rogers also served as Keynote Speaker at the event, which had the theme "Brands - Recharge, Innovate, Re-engage in Today's Times."Ă‚Âť Read more...
A new case study co-authored by Professor Bernd Schmitt examines how Wegelin & Co., a Swiss bank that has reached star status within its region and industry, faces difficult expansion decisions as it looks towards the future. Read more...
Corporate Social Responsibility (CSR) initiatives which at one time helped companies to differentiate themselves are now expected practices, and distinguishing a company through "green initiatives" is a particularly high hurdle. A new case study co-authored by Columbia Professor Bernd Schmitt examines how these familiar challenges are impacting the Yuhan-Kimberly Corporation (Y-K), and what strategies the company is considering in response. Read more...
Read more...
An article discusses a study co-authored by Prof. Leonard Lee on warehouse stores and consumer behavior. Read more...
An article features recent research by Prof. Ran Kivetz that suggests people are happier in the long run if they permit themselves the occasional indulgence. Read more...
Prof. Sheena Iyengar says consumers might try breaking options into categories to facilitate decision making. Read more...
A speaker at the BRITE 09' conference, put on by the Center on Global Brand Leadership at Columbia Business School, presented a method for generating innovative ideas. Read more...
MBA students report on their social enterprise summer internships Read more...
“The core is essential to preparing our students to analyze, decide and lead in an increasingly complex and global business environment,” said Dean Glenn Hubbard. Read more...
He will be responsible for developing Columbia Business School’s comprehensive strategic marketing and communications plan. Read more...
Indulgence has long-term benefits, according to new research co-authored by Professor Ran Kivetz . Read more...
Professor Gita Johar finds that when it comes to choosing a spokesperson to deal with a crisis situation, companies should consider face shape. Read more...
Voters may perceive Barack Obama as more honest than his rival Hillary Clinton, though she may appear more competent, says Professor Gita Johar. Read more...
The School’s new Web site offers a clean, consistent design and integrated access to our community’s publications, news, events and more. Read more...
In this article about mobile phone design, Professor Rita Gunther McGrath comments: "There is an awful lot of pressure to keep the wheels turning instead of putting money into new innovation and development." Read more...
The Center on Global Brand Leadership at Columbia Business School will host the 2008 BRITE conference on branding, innovation, and technology. The conference will take place February 7-8, 2008 at Columbia University in New York City. Read more...
On May 21st, 2007 the Center on Global Brand Leadership and AIGA, with support from a grant by the Center for International Business Education and Research, presented a special symposium, "Branding in India," as part of World Trade Week 2007. Read more...
September 12: CJEB cosponsored a WEAI Brown Bag Lecture titled "Sustainability of Public Debt: Evidence from Pre-World War II Japan" by Professor Masato Shizume, Professor, Kobe University. Read more...
The Brand Research Center of Shanghai Jiaotong University is the first of its kind in China ever established by an academic institution. Read more...
Professor Leonard Lee's research on beer cited in NY Times Read more...
Professor Gita Johar's research on advertising cited in NY Times Read more...
Columbia Marketing Faculty Honored Read more...
Professor Gita Johar discusses the effectiveness of corporate sponsorship of arts and culture Read more...
In two recent studies by Professors Ray Fisman and Ran Kivetz — touted in the New York Times Magazine as “ingenious” — the common thread is a sense of guilt, or the lack thereof. Read more...
Professor Johnson Shows Power of Default Options in FT Op-Ed Read more...
Bernd Schmitt, the Robert D. Calkins Professor of International Business in the Marketing Division, led an online video lecture series on FT.com. Read more...
While it’s clear that default options save time, they also hold sway over billions of dollars and thousands of lives. Read more...
Brand Revolution in the Age of Consumerism: An Olympic Feat for China at the Sir Gordon Wu Distinguished Speaker Forum Read more...
YOU'RE ON!: Creating Sizzling Soundbites Read more...
Leading marketing practitioners and experts gathered on campus for a series of cutting-edge panels and discussions hosted by the School’s Center on Global Brand Leadership and media company Corante. Read more...
Professor Ran Kivetz has been awarded the 2005 Journal of Consumer Research Ferber Best Paper Award for "Promotion Reactance: The Role of Effort-Reward Congruity" Read more...
Professor Ran Kivetz has been awarded the 2005 Journal of Consumer Research Ferber Best Paper Award Read more...
Professor Alan Kane appointed Dean of the Business School at the Fashion Institute of Technology Read more...
The annual Chief Sales Executive Forum co-hosted by the Columbia Business School Marketing Division, The Alexander Group (sales management consultants), and Sales and Marketing Management Magazine will be held in Palm Beach Read more...
The Churchill Award for lifetime achievement in the academic study of marketing is given each year by the AMA Market Research Special Interest Group to honor Dr. Gilbert A. Churchill. Read more...
Summer internship profile, by Beth Robinowitz '07, Bottom Line. Read more...
