By Bettina Nyffenegger Managers often have to decide whether their marketing activities should focus on improved services and functional features or on more emotional content to develop strong customer-brand relationships. That was a challenge that the Head of Marketing of a large European Airline was facing at the time we conducted a research project on …
By: Rajiv K. Sinha Warranties have traditionally been used as a means to signal to potential customers that the product is high-quality and to allay customers’ anxiety over purchasing a new product of unknown reliability. However, given large increases in reliability as well as the level of commoditization in consumer electronics markets, the value of …
By Lan Xia With the support of new technologies, companies are gradually realizing the importance and benefits of co-creation, where the value of a service is increasingly co-created by the firm and the customer. Consumers are increasingly put to work for the services they demand, from carrying their own food in fast-food restaurants to creating …
By Kristie Dickinson What would it take to convince you to pay for services on Facebook? What about LinkedIn? Or Classmates.com? In today’s world of “try now, buy later” premium models, it’s harder than ever to sway social networkers to upgrade to premium services. There is certainly a recipe for success, but what is the …
