Marketing

How the UK came to adore branded wine Le Piat d’Or

It was 1974. The UK market for wine was beginning to move. Branded contenders were making swift headway amongst unsophisticated UK wine drinkers. Key contenders were German, Blue Nun and Black Tower. And Mateus Rose from Portugal was also courting UK consumers. Despite these incursions, the market was still predominantly French with wines from across the channel in widest […]

  • Permalink Gallery

    A quality certificate increases trust and donations to a charity

A quality certificate increases trust and donations to a charity

When donating to charities, people expect their money to be spent wisely. However, since donors are not the recipients of final goods and services, they cannot easily assess their quality. Given that large scandals involving charities are covered in press again and again (for example, Kids Company in UK in 2015, or Unicef in Germany in 2006), the reported […]

  • Permalink Gallery

    How audiences come to embrace and support new products, ideas or politicians

How audiences come to embrace and support new products, ideas or politicians

During the U.S. presidential campaign of 2016, the media greatly downplayed the chances of Donald Trump’s electoral success, because many of this candidate’s proposals seemed unfeasible, or improbable. What political pundits had overlooked, however, was the power of emotions.

More recently, in the UK, Theresa May’s supposed “inability” to show emotion to the public proved fatal in the elections, and […]

  • Permalink Gallery

    The art of choosing social influencers to sample and talk about a brand

The art of choosing social influencers to sample and talk about a brand

It’s no secret that sending spices to cooking bloggers, makeup samples to YouTube-tutorial stars or the hottest headphones to pop idols is a great way to increase sales.

But how do you know which recipe maven is going to maximise your product and yield new customers? The most fabulous recipe is no help if no one sees it. A persuader […]

  • Permalink Gallery

    Social media and successful retail operations in the hyper-customisation era

Social media and successful retail operations in the hyper-customisation era

Social media in the age of ubiquitous computing connects people, enabling them to share personal and professional experiences. Back in the beginning of the 21st century, businesses did not pay much attention to social media, considering it as a personal space for a network of people to hang out. From 2010 on, social media platforms have elicited attention as […]

How to avoid becoming the next late-night punchline

It was a shocking scene, and it achieved instant liftoff in cyberspace. For days on end in April, the video of a bloodied passenger being dragged off a United Airlines plane by his arms seemed to play in a continuous loop on the internet, social media and cable TV.

The predictable result was a full-blown reputational crisis for United – […]

  • Permalink Gallery

    How to turn a brand’s friends (and detractors) into evangelists: The case of Canadian wine

How to turn a brand’s friends (and detractors) into evangelists: The case of Canadian wine

Organisations ranging from giants such as Apple and Amazon to small wineries and fashion boutiques regularly commit resources to persuading others to tout their innovative products. The results of these efforts are often mixed – some can build a passionate following that spreads news of how groundbreaking or remarkable a product might be, and some waste resources on customers […]

  • Permalink Gallery

    Some tech devices try but fail to make us minimize our carbon footprint

Some tech devices try but fail to make us minimize our carbon footprint

For a couple of weeks now, I am the proud owner of a wireless wrist device that tracks my physical activity, heart rate and sleep. It gives me real-time feedback and nudges me towards a healthier behaviour. Along with the device comes an app that allows me to monitor my weight, calorie- and water intake. The app further provides a […]

  • Permalink Gallery

    Using third-party endorsements to build a brand’s reputation: The case of British chocolate

Using third-party endorsements to build a brand’s reputation: The case of British chocolate

Endorsement and certification of brands have hit the mainstream, being used by both small firms and large multinationals in multiple product categories. Even old established global brands, such as Cadbury Dairy and Kit Kat chocolate created by Quaker businesses, are being offered with a certification label – the Fairtrade label. But what purpose do these certification labels serve? Who […]

Dissolving the line between client and staff spaces

In corporate offices, clients traditionally occupy dedicated and contained spaces that are segregated from staff areas and amenities. These spaces are designed as microcosms for meeting and entertaining, often contained in the most desirable parts of buildings with the best views and with the most luxurious interior design. This approach carefully plans a sequence of arrival spaces and ‘protected routes’ […]

  • Permalink Gallery

    The hidden sides of ‘dynamic pricing’ for airline tickets

The hidden sides of ‘dynamic pricing’ for airline tickets

A standard definition of dynamic pricing in airline markets typically focuses on how fares evolve over the booking period that precedes a flight’s take-off. Our research shows that such a definition is lacking because it fails to connect fare changes to some guiding principles of revenue management, defined as the combined methods used by carriers to set their fares. […]

Shoppers under pressure shun time-limited offers

Bad news for pushy sales people: putting pressure on us to buy now or miss out doesn’t necessarily make us go for limited-time offers. In fact, a super-short ultimatum makes it less likely we’ll bite.

In a recent experiment, we gave participants a series of time-limited offers to discover their motivations for accepting or rejecting the opportunity. Offers were actually […]

  • Permalink Gallery

    Disrupting the digital giants – advertisers and traditional media push back

Disrupting the digital giants – advertisers and traditional media push back

The downside of digital giants like Facebook and Google includes the increase in fake news, political polarisation, the dumbing down of debate and the long-term decline in print journalism as newspapers lose readers and advertising to these platforms. But a combination of problems with digital advertising – fraud, mismeasurement, and programmatic ad placement on undesirable sites – means that […]

How a beer found success with an authentic use of history

Countless times top managers newly appointed to a company immediately announce a better future for their stakeholders, one they declare with conviction will be notably different from the past. Many want to distance themselves from what came before, which they were not part of and in any case cannot change. So they direct attention forward by promising: “We can […]

  • Permalink Gallery

    Why e-readers succeeded as a disruptive innovation in the US, but not in Japan

Why e-readers succeeded as a disruptive innovation in the US, but not in Japan

The concept of disruptive innovation has captured the attention of executives around the world. As explained by Clayton Christensen, a disruptive innovation is initially seen as unattractive by mainstream customers and by the leading firms who serve those customers. Eventually, however, those firms lose their leadership positions to new entrants who are willing to develop and improve the innovation […]

  • Permalink Gallery

    Companies that do better by their customers also do better in the stock market

Companies that do better by their customers also do better in the stock market

A debate about whether firms with superior customer satisfaction also earn better-than-average stock returns has been persistent in the academic business and marketing literature (Fornell, Mithas, Morgeson, and Krishnan 2006). Proponents of the customer satisfaction-stock market relationship make a simple, intuitive argument that is highly relevant to both consumers and investors: Companies that do better by their customers also […]

Is the customer king?

We love customers. Popular authors and consultants encourage organisations to satisfy them (Cockerell 2013), delight them (Curtin 2013), and even hug them (Mitchell 2003; though we predict mixed success from following this advice, based on a myriad of background factors). Overall, companies accept these recommendations wholeheartedly. We want loyal customers; we want “raving fans” (Blanchard 1993).

And yet, this singular […]

How salespeople can stimulate the global economy

Currently valued at US$20.4 trillion, ‘no decision’ opportunities are languishing in pipelines all over the world; a global ‘gold reserve’ of seismic proportion waiting to be unlocked by sales people. This is one conclusion from our latest research The Sales Persons Secret Code, which suggests more than 27 per cent of opportunities forecast and pursued by salespeople result in […]

How to turn a Cinderella product into a market queen

Quality, we know, is often necessary, but it’s far from a sufficient condition for market status. Better technologies lose format wars — as Betamax did against the inferior VHS videotape in the 1980s, and as artisanal bakeries did to industrial mass producers.

Losing status, however, is much easier than gaining it. Ask law firms, accounting firms, even universities how they […]

  • Permalink Gallery

    How people react to the ‘also recommended’ section of online stores

How people react to the ‘also recommended’ section of online stores

Online shopping with touchscreen ultrabook, by Intel Free Press, under a CC BY 2.0 licence, via Wikimedia Commons
The “diaper and beer” product placement practice has been a great marketing strategy in traditional retail stores. As e-commerce gains popularity in recent years, online retailers have attempted to replicate this practice in e-commerce.

Is there any website feature that online retailers can exploit to […]