David Reibstein of the Wharton School Named MSI Executive DirectorMar 15, 1999
On July 1, David J. Reibstein from the Wharton School at the University of Pennsylvania, began a two-year term as the executive director of the Marketing…
Is Marketing Critical to High Tech Success?Jan 01, 1999
What separates high tech winners from losers? Industry watchers point to top-notch R&D and manufacturing, but these researchers make the case that marketing capability sharpens the competitive edge.
Innovation and Management ControlJan 01, 1999
New products can be a high stakes gamble for firms, and managers may resist giving NPD teams the autonomy they need. How much management control is too much? This study offers some answers.
The Power of Curiosity: Motivating Consumers to LearnJan 01, 1999
This Web experiment demonstrated that curiosity can motivate consumers to search for information and learn about new products.
Why Loyal Customers Are a Boon to BrandsJan 01, 1999
Building customer commitment is a cornerstone of brand management, but what is its real value to companies? Here, researchers take a look at how consumers process information about the products they love.