Journal Selections from MSI - December 2012
National brands: Spend smarter during contractions
In economic contractions, national brands tend to downshift, but this practice may contribute to the growing tide of private-label popularity.
The seven dimensions of brand love
A richer understanding of deep brand attachment offers insight into how shallower forms of brand attraction or liking can be strengthened.
The right marketing mix for platform firms
Firms operating in two-sided markets face a novel challenge in allocating marketing resources between their two customer groups.
Balance risk and return in customer portfolios
By applying principles of financial asset management, managers can balance their portfolios of customers and reduce cash flow volatility.
Luxury goods take double-hit in recessions
Knowing whether your product is a “status” good becomes crucial information in anticipating the impact of recessionary cycles.
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