Should National Brand Manufacturers Enter the Intensely Competitive Private Label Business?

As national brand manufacturers navigate the private label landscape, our research will help them decide whether they should get into this intensely competitive business. It will also help them build competitive intelligence into the private label decisions of their channel counterparts and competitors. From: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, and Óscar González-Benito, “Dual … ادامه

The Four Steps of Effective Brand Research

By using both, you can paint a more complete picture of the way people react and interact with your brand. Qualitative research provides a gut feel for what seems most important to your brand, while quantitative research tells you to what degree those things matter, allowing you to understand the depth and importance of the … ادامه

How Circular Take-Back Programs Enhance Consumer Valuation

As sustainability concerns take center stage, prominent companies like Apple, H&M, and Zara have rolled out circular take-back programs to address environmental concerns and evolving consumer expectations. Remi Trudel is Associate Professor of Marketing, Boston University, USA. منبع Go to the Journal of Marketing

How Do Nutritional Warning Labels Affect Prices?

A: As suggested by our results, unlabeled products face a larger segment of more price-sensitive consumers than before regulation due to the consumer composition effect triggered by the warning label introduction. This suggests that these price-sensitive consumers that also pay attention to the healthfulness of their consumption would be very responsive to temporary price promotions … ادامه

How the Field Must Change to Keep Producing Relevant, Timely Knowledge

In a new Journal of Marketing study, our research team provides a differentiated analysis of how specific types of knowledge contributions have developed over the past 32 years. Our results both support and question the overall trend of marketing research becoming less disruptive.

The Four Steps of Effective Brand Research

Step #1: Identifying Key Issues Qualitatively You may discover that those outside your organization perceive and experience your brand differently than those inside the organization. All of this is crucial information for developing an effective brand strategy. Qualitative interviews that capture common experiences, perceptions and sentiments about your brand are the first step towards a … ادامه

Pay Attention to Buyer–Supplier Interactions During the Bankruptcy Process

Exploitative acts signal a competitive stance, with the signaler emphasizing its intent to seek concessions emphasizing its own interests, even if such concessions may not be in the interests of its counterpart. For example, the buyer may decide to reject a supplier contract, thus signaling it wants to discontinue the relationship. A supplier can also … ادامه