Shareholder complaints reduce firm value. A study shows how firms successfully combat this effect by increasing their advertising. However, turning to advertising should not be the first step in response to what might be legitimate shareholder concerns.
A new study offers insights for detecting, preventing and mitigating online firestorms that result from negative word-of-mouth posts going viral in an online brand community.
Recycling public service campaigns aimed at consumers — whether launched by governmental and non-profit organizations or companies — will be more effective if they show the new products that can be made from recycled products, rather than simply calling for more recycling.
Companies should not assume that all customers see the benefit in corporate social responsibility. Some focus on the costs — and are concerned that unfair prices are being used to finance CSR.
Diversified or decentralized firm face a conundrum: How do you ensure that marketing decisions are consistent across the entire company without undermining the flexibility required to tailor marketing decisions to local circumstances? The answer: A marketing doctrine based on unique principles that guide without dictating.
The position of Chief Marketing Officer has come under fire recently, with some arguing that a CMO does not really add value to a company. A new research study counters this view; showing that companies with CMOs perform up to 15% better than companies who leave the CMO seat empty.
Shoppers bringing their own bags help reduce the adverse environmental impact of plastic bags. New research shows, however, that the environment is not the only winner. Environmentally conscious shoppers are inspired to buy more expensive organic products, and reward themselves with unplanned indulgent purchases — a boon to grocery stores.
Having exclusive sales or distribution rights to a new product may sound like a good deal. New research shows, however, that exclusivity can reduce profits, especially if the firm does not have locked-in loyal customers, because it eliminates the potential for greater word-of-mouth marketing.
