Jacob Goldenberg’s Journal Must-Reads from 2014Jan 07, 2015
Jacob Goldenberg is Professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem and a visiting professor at the Columbia Business School.
Using Big Data Tools to Make People More CreativeDec 11, 2014 Olivier Toubia, Columbia University
Olivier Toubia discusses how tools and methods developed to deal with big data can be used to identify promising new ideas and to enhance the idea generation process.
Dynamics of Multi-Feature Product Usage: Carryover, Spillover, and Social EffectsDec 9, 2014 Tingting Fan, Peter N. Golder, and Eitan Muller, 2014, 14-118
Examines multi-feature product usage after purchase; develops a structural model to simultaneously address incidence and duration of feature usage on smartphones and an online social network.
Marketing: On the Cusp of a New “Golden Age”Nov 18, 2014 Jesko Perrey, Senior Partner & Global Knowledge Leader, McKinsey & Company
The coming period of marketing progress will depend on a critical balance of five elements: substance, story, science, speed, and simplicity. McKinsey’s Jesko Perrey shares insights and anecdotes on these five topics based on rich experience, detailed McKinsey analysis, and a series of CMO interviews.
Why Retailers Are Key to New Product SuccessSep 11, 2014
“In the consumer packaged goods industry, manufacturers that develop and launch a great innovation can no longer be sure that it will also become a commercial success,” says Barbara Deleersnyder.
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