Publications

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May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Food and Beverage Industry; United States

31 Oct 2017
News

Why COOs Should Think Like Behavioral Economists

06 Dec 2020
News

Neera Tanden, Biden’s pick for budget chief, runs a think tank backed by corporate and foreign interests

May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Food and Beverage Industry; United States

Educators

14 May 2007
Research & Ideas

The Key to Managing Stars? Think Team

How should top performers consider their next career move? A: We think our study has important implications for both individuals and managers. Stars need to recognize that despite their talent, knowledge,... View Details

Keywords: by Martha Lagace

2014
Book

Own Your Future: How to Think Like an Entrepreneur and Thrive in an Unpredictable Economy

By: Paul B. Brown, Charles F. Kiefer and Leonard A. Schlesinger

It used to be that if you studied and worked hard, you could be assured of an extremely satisfying career. But in a world of constant layoffs and dying industries, it has become increasingly difficult to "plan" your way to success. So what is the solution? Well, when... View Details

Feb 17 2022
Testimonial

Transform the Way you Think About AI

21 Jul 2016
News

White people think racism is getting worse. Against white people

July – August 2010
Article

The Secret to Job Growth: Think Small

By: Edward L. Glaeser and William R. Kerr

Keywords: Jobs and Positions; Growth and Development

May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Food and Beverage Industry; United States

1999
Chapter

On the Role of Reinforcement Learning in Experimental Games: The Cognitive Game Theory Approach

By: Ido Erev and A. E. Roth

Keywords: Game Theory; Cognition and Thinking; Learning

10 Sep 2020
News

Using Systems Thinking to Stay on Goal

26 Nov 2017
News

‘Entrepreneurs here think technology can solve everything’

March–April 2015
Article

Why We Think We Can't Dance: Theory of Mind and Children's Desire to Perform

By: Lan Nguyen Chaplin and Michael I. Norton

Theory of Mind (ToM) allows children to achieve success in the social world by understanding others' minds. A study with 3–12 year olds, however, demonstrates that gains in ToM are linked to decreases in children's desire to engage in performative behaviors associated... View Details

Keywords: Theory Of Mind; Self-Esteem; Behavior; Attitudes; Performance; Cognition and Thinking

Read Now

May 2011
Article

Think Customers Hate Waiting? Not So Fast...

By: Ryan W. Buell and Michael I. Norton

Managers typically look for ways to reduce wait time to increase customer satisfaction. New research suggests there's a better approach: showing customers a representation of the effort, whether literal or not, being expended on their behalf while they wait. (The... View Details

Keywords: Customer Relationship Management; Service Delivery; Consumer Behavior; Performance Effectiveness; Customer Satisfaction