New Product Development
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.
5 Things I Know About Marketing – MillerCoors CMO Andy EnglandNov 04, 2014
The perfect Coors Light experience? "When the beer is as cold as the Rocky Mountains of its heritage," says MillerCoors CMO Andy England. He talks about creating special product experiences, how big brands start small, and more.
5 Things I Know About Marketing - UCLA’s Dominique HanssensJun 13, 2014
"Technology changes fast, but consumer behavior actually changes slowly," says UCLA's Dominique Hanssens. "The elements of the marketing mix remain very powerful."
Innovation Success: The Overlooked Role of the RetailerJun 2, 2014 Lien Lamey, Barbara Deleersnyder, Jan-Benedict E.M. Steenkamp, and Marnik G. Dekimpe, 2014, 14-103
Examines the role of retailer-controlled drivers in the success of new product introductions by consumer packaged goods manufacturers. Models the retailer’s decision regarding innovation adoption and traces first-year performance across 13 major retail banners.
Consumer Response to Less-typical Product DesignsFeb 21, 2014
In an automotive setting, typical designs are preferred at lower exposure levels, but atypical designs are preferred at higher levels of exposure.
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