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Tag "Marketing Science"

Gaining distribution in small retail formats brings big payoffs

    Gaining distribution in small retail formats brings big payoffs

Small retail formats with limited assortments such as Save-A-Lot and Aldi and neighborhood stores like Target Express have been growing in popularity in the United States and around the world. For brands, the limited assortments mean greater competition for shelf-space, raising the question of whether it is worth expending marketing effort and slotting allowances to get on to their shelves.

According to a forthcoming study in a leading INFORMS scholarly marketing journal, Marketing Science, the answer is “yes.”

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How weather can impact consumer purchase response to mobile ads

    How weather can impact consumer purchase response to mobile ads

Among the many factors that impact digital marketing and online advertising strategy, a new study in the INFORMS journal Marketing Science provides insight to a growing trend among firms and big brands: weather-based advertising. According to the study, certain weather conditions are more amenable for consumer responses to mobile marketing efforts, while the tone of the ad content can either help or hurt such response depending on the current local weather.

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How to grow a premium brand without killing its soul

    How to grow a premium brand without killing its soul

Managers of premium brands face a perennial dilemma. How do you grow a premium brand without killing its soul – the unique brand cachet that attracts its core high price paying customers – even as you seek to expand sales to the masses by offering lower prices? In recent years, outlet stores located hours away from glitzy shopping districts, selling off-season and lower tier merchandise at a fraction of regular retail prices, have proliferated and become significant sources of revenues. The conventional wisdom is that relying on revenues from outlet stores can destroy the brand’s cachet over time. But according to a forthcoming study in the INFORMS journal Marketing Science, a leading scholarly marketing journal, outlet stores may actually help improve the brand’s cachet.

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Generous health insurance plans encourage overtreatment, but may not improve health

    Generous health insurance plans encourage overtreatment, but may not improve health

Offering comprehensive health insurance plans with low deductibles and co-pay in exchange for higher annual premiums seems like a good value for the risk averse, and a profitable product for insurance companies. But according to a forthcoming study in a leading scholarly marketing journal, the INFORMS journal Marketing Science, such plans can encourage individuals with chronic conditions to turn to needlessly expensive treatments that have little impact on their health outcomes. This in turn raises costs for the insurer and future prices for the insured.

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Paying for online reviews backfires among socially influential

    Paying for online reviews backfires among socially influential

Online user reviews have become an essential tool for consumers who increasingly rely on them to evaluate products and services before purchase. The business models of online review platforms such as Yelp and TripAdvisor and e-commerce sites such as Amazon and Expedia critically depend on them. Should such sites pay users to encourage them to write reviews?

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Study: Sharing social responsibility produces surprising results

Firms sharing social responsibility for the social good with customers is generally seen as a win-win – more patronage from socially responsible customers and larger benefits to society. A forthcoming study in the INFORMS journal of Marketing Science, a leading academic marketing journal, however, questions the premise. The study finds that when a firm shares social responsibility with customers by asking them to “pay what you want,” promising a certain percentage of revenues to be donated to charity, consumers respond to whether firms give, but very little to how much they give.

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Study: Increasing cigarette taxes may shift consumers to more dangerous products

    Study: Increasing cigarette taxes may shift consumers to more dangerous products

Increasing cigarette exercise taxes may have the unintended consequence of encouraging consumers to seek higher nicotine content and more dangerous cigarette products, according to a study published in Marketing Science, INFORMS. The study shows that while counter-marketing techniques often reduce total consumption of cigarettes, increasing cigarette taxes per package shifts some consumers to higher nicotine products. Given the addictive properties of nicotine this result increases addiction levels for some consumers.

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Analytics Blog

Electoral College put to the math test


With the campaign two months behind us and the inauguration of Donald Trump two days away, isn’t it time to put the 2016 U.S. presidential election to bed and focus on issues that have yet to be decided? Of course not.


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Headlines

Gartner: AI technologies to be pervasive in new software products

Market hype and growing interest in artificial intelligence (AI) are pushing established software vendors to introduce AI into their product strategy, creating considerable confusion in the process, according to Gartner, Inc. Analysts predict that by 2020, AI technologies will be virtually pervasive in almost every new software product and service. Read more →

Drone delivery: Professor develops solution to minimize delays in operations

When delivery companies like FedEx, Amazon and UPS launch drones to deliver packages in the near future, one Kennesaw State University computer science professor may be at the crux of solving one of its most complicated problems. Donghyun (David) Kim, assistant professor of computer science and an expert in computer algorithm optimization, is designing a fast-running algorithm to tackle simultaneous coordination problems among multiple delivery trucks and the drones launched from them. Read more →

Tech spending growth limited to about 5 percent through 2018

Forrester predicts U.S. business and government tech spending will continue to grow by 4.8 percent through 2017 and increase to 5.2 percent in 2018. While these forecasts are higher than Forrester’s projections following the 2016 presidential election, they are lower than the expected numbers from a year ago. Read more →

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Sept. 26-27, Executive Conference Center, Arlington, Va.

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2017 INFORMS Annual Meeting
October 22-25, 2017, Houston

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Dec. 3-6, 2017, Las Vegas

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