marketing strategy

When Resources Are Scarce, Range Pricing Offers Will Be More Attractive
范林莹 | LI, Xueni Shirley | JIANG, Yuwei

“Save from 30% to 50% today!” Range offers like this—advertising flexible price options with ...

Out of Stock?
FENG, Youyi | XU, Jianjun | 郑少辉

Downward substitution is common in many industries and occurs in supply chain management when a firm used a hi ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | 王文博

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that th ...

Harbingers of Product Failure (and Success)

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

Consumer Choice in the Information Age
KE, T. Tony | 林松

In today’s digital era, online research plays a key part in the decision to buy a particular product or ...

To Share or Not to Share?
GUAN, Xu | HUANG, Song | 陈滢儒

Selling directly to customers represents an opportunity for suppliers, but it can threaten retailers’ pr ...

Turning Costs into Capabilities
LUNDAN, Sarianna M. | 李家涛

For multinational enterprises (MNEs), expanding internationally into untapped markets can be costly. Promising ...

Moment Marketing: A New Tool for Effective Cross-Channel Advertising

Moment marketing is a rich new area of contextual advertising that entails the ability to synchronize online a ...

When Discount Hurts Sales

How much should we discount our products or services? Many online sellers offer deep discounts to attract cons ...

Matching Supply with Demand
王譞 | ASADPOUR, Arash | ZHANG, Jiawei

Matching supply with demand is an important way to secure profits for businesses in many industries. However, ...