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- 2010
- Other Unpublished Work
Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions
By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
- Research Summary
Service Excellence by Design
By: Frances X. Frei
This research addresses how to design sustainable service models that deliver ongoing value to both customers and the firm. In particular, the research reveals three principles of effective service management (see
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- Teaching Interest
Strategy Execution
By: Dennis Campbell
This course takes strategy as given and teaches what students need to know to execute and win in highly competitive markets. Using fundamental building blocks based on accountability systems and structures, this course is divided into seven modules:
1.... View Details
- Forthcoming
- Book
The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create
By: Steve Kaczynski and Scott Duke Kominers
We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.
NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details
NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details
Keywords: Economic Systems; Microeconomics; Entrepreneurship; Cultural Entrepreneurship; Information Technology; Innovation and Invention; Innovation Strategy; Digital Platforms; Digital Strategy; Digital Transformation; Internet and the Web; Technology Adoption; Marketing; Marketing Strategy; Product Marketing; Product Positioning; Markets; E-commerce; Market Design; Value; Customer Value and Value Chain; Collaborative Innovation and Invention; Innovation and Management; Organizational Structure; Customer Ownership; Ownership; Advertising Industry; Communications Industry; Computer Industry; Consumer Products Industry; Fashion Industry; Information Technology Industry; Media and Broadcasting Industry; Technology Industry; Web Services Industry
- Research Summary
The Ownership of Deep Metaphors
By: Gerald Zaltman
Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are... View Details
- Research Summary
The Unexpected Effects of Workplace Connectivity
While investigating how workplace transparency and privacy shape organizational behavior and performance, I wondered about the related effects of workplace connectivity. As new digital tools and organizational forms make it far easier for employees to communicate... View Details
- Research Summary
The Value Profit Chain: Treat Employees Like Customers and Customers Like Employees
By: W. Earl Sasser
W. Earl Sasser, Jr., Leonard A. Schlesinger, and James L. Heskett complted a multi-firm study that provides further empirical verification of relationships established in their earlier examinations of 'breakthrough' service and the service profit chain.... View Details
- Teaching Interest
Transforming Customer Experiences - Executive Education
By: Ryan W. Buell
In today's fast-growing service sector, a new set of frameworks are required to build a robust and competitive service business. Transforming Customer Experiences draws upon the latest research and insights to equip senior managers with a new toolkit for leading... View Details
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