Why consumers stockpile rather than spend loyalty-program points
Consumers tend to accumulate loyalty cards in their wallets and unused points on those cards, creating either liabilities or deferred revenue for retailers. A team of researchers has developed a model that explains this hoarding behavior and offers suggestions to improve loyalty reward program structures.
The Importance of Being Ernest: Do You Live Up to Your Name?
Any parent can remember the subtle mix of excitement and anxiety accompanying the choice of their baby’s first name. This first name will follow the child their whole life, and in a study recently published in the Journal of Personality and Social Psychology , we show that the stereotype that a given society has (for example, French society) of a first name (for example, Véronique) influences…the facial appearance of Véroniques living in France. Yes, we look like our first name. Literally. Our first name manifests itself in our face.
Can online reputations be improved by offering Groupon-type Promotions?
Xitong Li crafted a study with a clear purpose: to find out if deal promotions like those offered via Groupon can have a positive effect on businesses’ online reputations. He found that despite an overall negative impact, certain merchants could boost their online review ratings by running Groupon-type deals. Li discusses the need for managers to assess online reviews and ratings carefully, and to consider both the pros and cons of Groupon-type promotions.
What does the future hold for luxury?
Like other markets, the luxury sector must cope with the inexorable shift toward digitalization, the challenges of sustainable development, and an explosion of demand from new consumers in emerging countries especially from China. At the same time, the luxury market is different from other markets, with highly specific management. Luxury brands must therefore come up with novel ways to deal with the technological and social changes that are creating a new world order.
The role of gifts in reestablishing personal and social identity
Birthday presents and other loving offerings typically help maintain relationships between friends, relatives and lovers in the Western world. An unusual study of the memoirs of concentration camp survivors uncovers new motivations behind gift-giving, suggesting that it can also function to reestablish personal and social identity in dehumanizing contexts.
How to optimize the marketing and sales interface
While it is useful to know how to coordinate marketing and sales functions to enhance their collaboration, it is also necessary to help them avoid “stifling” each other through that collaboration. A study led by Dominique Rouziès and John Hulland provides insight into this difficult balancing act.
When is a Vuitton not a Vuitton?
The purchasing of fake luxury goods has increased dramatically in recent years and counterfeiting now functions as a parallel market to the luxury industry itself. But what are the real reasons for the emergence of this shadow market and how big a threat does it pose for luxury brands?
Global business travel builds sales and stress: The seven stages of business travel stress
In their latest paper “Global Business Travel Builds Sales and Stress: The 7 Stages of Business Travel Stress” (featured in the HBR Blog Network of the Harvard Business Review), HEC Paris professors Michael Segalla, (Management and Human Resources) and Dominique Rouziès, (EDF Chair Marketing) explain how business travel is essential to firms and should not be viewed as a cost. It is an investment.
“A turning point in time scheduling”, Anne Laure Sellier at TEDxHEC Paris
In the spirit of ideas worth spreading, Anne-Laure Sellier, HEC Associate Professor in Marketing, made a presentation at the TEDxHEC Paris event on October 18th 2013. In a deep and effective speech, she shared with us her research with Tamar Avnet (Yeshiva University) on how the way we schedule our lives influences our thoughts, our emotions, our decision-making, and even our performance.
Social Media: Effective Strategies to promote your brand - Insights by HEC professor Kristine De Valck
Nowadays, most companies use social media for communication and marketing strategies. Whilst the social media phenomenon continues around us, Kristine de Valck, HEC Paris Associate Professor in marketing emphasizes the importance in understanding the particular culture of the various platforms (Twitter, Facebook, Pinterest, Reddit and the like) to be able to choose which ones are most suitable for your objectives.