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Contradictory Attitudes of Consumers to Bundling

Idea posted: February 2018
  • Marketing

The benefit to companies of bundling products and services is complicated. Consumers will demand more compensation and feel greater dissatisfaction if a component is missing from a bundle than if it is missing in isolation. However, consumers will be willing to pay less for an item added to a bundle (and derive less satisfaction from that item) compared to the same item purchased separately.

Idea #690
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Source: Pixabay

Behavioural Economics Explains Employee Retirement Savings Choices

Idea posted: October 2017
  • Finance

A groundbreaking 2004 journal article showed how behavioural economics could explain self-defeating retirement savings decisions made by employees. It was an early example of the power of behavioural economics over standard economic theory by the ‘father of behavioural economics’.

Idea #680
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Eratosthenes Teaching in Alexandria, by Bernardo Strozzi, 1635 (Courtesy: Montreal Museum of Fine Arts)

Algorithms and Statistical Models Vs Human Judgement

Idea posted: July 2017
  • Learning & Behaviour

For businesses frustrated by algorithm aversion — the tendency of people to reject forecasts based on algorithms and statistical models in favour of less dependable human judgement — there is hope: a new study shows that people will choose to use algorithms if they can modify them, even slightly.

Idea #664
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Bill Gates, Micosoft CEO, at IT Forum 2004 in Copenhagen (Source: Wikimedia Commons)

How CEO Personality Impacts on Firm Performance

Idea posted: October 2016
  • CSR & Governance
  • Leadership & Change

Different personality traits, such as openness to change, conscientiousness and extraversion, are associated with different approaches to investment decisions and differences in firm performance, according to a new study using linguistic metrics for personality.

Idea #632
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Beware of Egocentricity Causing Team Members to Overestimate their Value

Idea posted: August 2016
  • Leadership & Change
  • Learning & Behaviour

A new study confirms that individuals typically (but not intentionally) overestimate their contributions to team projects, especially if the teams are large. Managers trying to gauge the contribution of different team members — for reward or other purposes — should recognize when over-claiming is more likely, and use different strategies to remind individuals of the contributions of others.

Idea #615
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Why Anthropomorphism Works In Marketing

Idea posted: November 2015
  • Marketing

Talking geckos and other anthropomorphic “spokes-characters,” are ubiquitous in advertisements. Various studies reveal some of the psychological reasons explaining why and how anthropomorphic marketing works — as well as some of the potential risks.

Idea #564
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What Influences Our Choices? What Others Prefer or What They Actually Consume

Idea posted: October 2015
  • Strategy
  • Marketing

A series of psychological experiments reveal that people will imitate others’ preferences, but not their actions — a revelation that can have marketing implications. For example, Facebook ‘likes’ are more influential than lists of best-selling products.

Idea #556
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Shanghai Xin Tian Di, photo by Motohiko Tokuriki, 2010 (Source: Wikimedia Commons)

Why Increasing Demand Is Not Always the Answer to New Competition

Idea posted: October 2014
  • Strategy
  • Marketing

Faced with a new competitor in the market, an incumbent company is usually expected to respond by investing more into its products to offer products that will please more customers. However, new research shows that a higher product investment in response to competition is not necessarily the best answer. The reason: new entrants may change the incumbent’s return on investment trade-off.

Idea #450
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Gedränge vor dem Geschäft Thomas Prewein, by Josef Engelhart, 1941 (Source: Wikimedia Commons)

The Surprising Benefit of Long Queues for Customers and Business

Idea posted: October 2014
  • Innovation & Entrepreneurship
  • Marketing

The accepted wisdom is that long lines are bad for business. In fact, they can be very good for business, as long as they are not too long. Research shows that long lines help customers learn what’s worth waiting for, and help businesses attract uninformed customers.

Idea #446
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U.S. Army enlisted promotion - CONTIC Intelligence Center, Ft. Bragg, N.C. (Source: Wikimedia Commons)

Can Employees Be Motivated by More than Money and Benefits?

Idea posted: June 2014
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour

Managers mistakenly believe that, although they have to provide both intrinsic (e.g. the love of a challenge) and extrinsic (compensation) motivations, employees are only extrinsically motivated. To best motivate their employees, managers need to look beyond the traditional external motivations such as bonuses and find ways to make the work challenging and interesting.

Idea #401
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Kenya's Faith Chemaoi crosses the finishing line of the 2014 Paris Marathon (Source: Wikimedia Commons)

How Reference Points Motivate Us

Idea posted: June 2014
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour

Reference-dependent theories state that individuals evaluate outcomes as gains or losses, depending on a neutral reference point. Making 19 sales in a month is a loss when the goal — the reference point — was 20 sales a month. Data from 10 million marathon finishes provides a field test that confirms the behavioural expectations and implications of these theories, shedding a light on how milestone goals can push individuals to higher performance.

Idea #394
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Detail from a poster by Eric Frazer, for the Post Office Savings Bank, 1942 (Source: Wikimedia Commons)

How a Culture of Integrity Boosts the Bottom Line

Idea posted: May 2014
  • CSR & Governance
  • Leadership & Change

A culture of integrity adds value to the firm. Research shows that the more employees perceive top managers as trustworthy and ethical, the better the financial performance of the firm and the more attractive the firm to potential employees. 

Idea #379
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The Triangle Shirtwaist Factory fire in New York City on March 25, 1911, detail from a commemorative mural by Ernest Fiene, 1938–40, at the High School of Fashion Industries, New York

Supply Chain Networks and CSR Sourcing

Idea posted: February 2014
  • CSR & Governance
  • Operations

Building long-term relationships with select suppliers is seen as the way to reduce the risks of socially irresponsible sourcing and, by extension, damage to a company’s brand or reputation. It is not, however, a ‘magic’ solution to the problem of ‘rogue’ elements in the supply chain. New research finds that the success of ‘relational sourcing’ is directly linked to the structure of the supplier network — and that the ‘optimal’ structure varies by company and product category.

Idea #316
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Search Engine Marketing: Does it Pay?

Idea posted: January 2014
  • Strategy
  • Marketing

Spending on search advertising has skyrocketed in recent years. But experiments conducted by researchers from UC Berkeley, the University of Chicago and eBay Research Labs suggest paid search may not be as effective as is thought. Particularly in the case of well-known brands, it seems it has little or no effect on sales as, in its absence, loyal customers will find other channels to visit the company’s website anyway.

Idea #309
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YWCA Mobile Club shop visiting an anti-aircraft site somewhere in Britain, 1943 (Source: Wikimedia Commons)

Managing Customer Relations When Demand Exceeds Supply

Idea posted: October 2013
  • Marketing

When demand outpaces inventory suppliers cannot fulfil everyone’s orders. Two academic researchers have developed a quantitative model that suppliers can use to make the right decisions on which orders to fill, and which to delay, while keeping the greatest number of customers happy in the short- and long-term.

Idea #249
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