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AMA members may order additional subscriptions at a reduced cost.Not an AMA member? You may still order AMA publications online.
The effect of bundling on valuation is asymmetric: Consumers demand more compensation for the loss of items from bundles, compared to the loss of the same items in isolation, yet offer lower willingness-to-pay for items added to bundles, compared to the same items purchased separately.
We describe how to build a social analytic tool that examines a network of customers to identify the customers that are most appropriate to target with incentives to encourage conversion.
The research reveals that that when people experience a jilt—that is, they expect to receive something extremely attractive but their hopes are dashed—the experience of the jilt drives people to no longer be content with the status quo and instead to seek out new and different alternatives.
We show that investors can form expectations about the future innovation output of a firm based on the firm's past actions, which can cause an ex-ante increase in stock prices and a smaller ex-post market reaction when an actual new product is announced.
This research demonstrates that the self-expressive customization of a product can improve performance on tasks performed using the customized product.
Understand how a brand's online and offline stores interact: They are substitutes as distribution channels but complements as communication channels
The sharing economy has recently emerged as a disruptive force in long-established service industries and new research shows how established providers may be able to navigate marketing strategies.
This paper investigates how viewers search alternative channels during the commercial breaks of their current channels and the implications for channels in terms of how to manage the timing of breaks strategically.
Salesperson solution involvement comprises a set of activities, which enact the four relational processes inherent in customer solutions, and which are systematically linked to increases in both subjective and objective, time-lagged metrics of sales performance.
For music artists, concerts and recorded music stimulate each other, but the effect is asymmetric and it depends on technological advancements and artist characteristics.
Firms employ engagement initiatives to facilitate customer interactions and foster emotional bonds with customers. This research shows how a business-to-business mobile app provides a new avenue to achieve engagement and increase sales.
New research investigates the association between a firm's relative strategic emphasis and idiosyncratic risk which may aid executives in allocating resources to advertising and R&D.
Enabled by technology customers are organizing into groups more than ever before and these groups have strong and pervasive effects on the purchase decisions and behaviors of their members that firm's can strategically guide through group marketing.
A group of researchers offer a proposal for a relational engagement approach to doing research with high impact that works with external stakeholders in a process of co-learning.
A franchisee's compliance depends on the joint impact of its franchisor's efforts to manage it and its franchise contract.