Feature Channels: Marketing

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A new study by supply-chain researchers at the University of Arkansas shows that the relationship between major retailers such as Walmart and Target and their suppliers is collaborative in nature, rather than adversarial, and that suppliers that actively participate in innovative supply-chain processes with these major customers actually wield considerable leverage and perform better financially.

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American University Professor Cristel Russell presents research on re-consumption.

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The Smithsonian’s National Postal Museum has launched a new microsite, “RFD: Marketing to a Rural Audience,” telling the story of how an experimental mail service in the late 1800s created a new commercial market.

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While daily deal websites and flash sale websites offer a service or product at a discount to bring in new consumers and incentivize them to return, consumers are not coming back after the initial use, a marketing and technology researcher says.

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Advertisers spend enormous amounts of time and money attempting to tailor their advertising campaigns to the needs of different demographic groups. After all, the concerns of first-year college students are going to be different from those of retired professionals. Even within a given demographic category, however, there are many individual differences, such as personality, that shape consumer behavior. A new study in Psychological Science, a publication of the Association for Psychological Science, suggests that advertisements can be more effective when they are tailored to the unique personality profiles of potential consumers.

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While other students were relaxing over spring break last year, University of Virginia student Tyler Matuella buried himself in research about upstart electric carmaker Tesla.

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From its significance for global markets to its potential impact on our daily lives, two leading Cornell University researchers reflect on Facebook’s record-setting initial public offering this week. Both welcome media interviews.

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TTU engineering and business students have been working together to design packaging and marketing plans to launch a variety of Turkish products in the U.S. They will travel to Turkey this semester to discuss the feasibility of their work at a partner university.

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New report examines the extent to which states’ alcohol advertising laws incorporate eight different best practices to reduce youth exposure to alcohol advertising and marketing.

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Do you worry about your credit card number getting stolen after you’ve bought books, gifts or anything else online? When it comes to e-retailing, recent research from Ryerson University reveals online consumers in the United States are more trusting of companies’ websites -- and are more willing to part with their hard-earned cash than consumers in Korea.

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Magnetic resonance imaging (MRI) is typically used by medical professionals to visualize the internal structures of the human body. By using MRI to study the brain, Ming Hsu, assistant professor of marketing at the University of California, Berkeley's Haas School of Business, found a method to characterize how the different regions of the brain function in concert to enable people to anticipate and respond to competitors' behavior.

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How can organizations use creativity and innovation to boost performance? Boise State University creativity expert Dr. Nancy Napier has done extensive research into the topic.

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In a down economy where advertisers are concerned about every dollar spent, a team of researchers at Washington University in St. Louis has developed a new method of measuring the effectiveness of Google search advertising, taking into account not only online sales, but goods or services purchased off-line as well.

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Market researchers at the University of Massachusetts Amherst say a new, younger “entitlement” generational cohort is emerging from the group known as the Millennials. The change is coming in response to cataclysmic events, especially the Great Recession, that have occurred since 2008.

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Walmart may serve millions of customers, but suppliers who are lucky enough to have Walmart as their customer have one more reason to smile—in the spirit of the chain store’s famous “happy face” logo. According to supply chain research by Panos Patatoukas, assistant professor of accounting at the University of California, Berkeley’s Haas School of Business, suppliers with few but major customers enjoy higher performance—demonstrated by bottom line profitability rates and stock market valuations—than firms with a less concentrated customer base.

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Four engineering faculty members with technology transfer success stories discussed the challenges of the commercialization process during a March 14 dinner celebrating the 10th anniversary of the von Liebig Center for Entrepreneurism and Technology Advancement. The von Liebig Center offers seed funding and advisory services and is part of the Jacobs School of Engineering at the University of California, San Diego.

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A new University of Utah estudy, published in February’s edition of the Journal of Personality and Social Psychology, concludes that “for groups to be successful, they must effectively exploit the knowledge of their (individual) members.”

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Businesses understand the value of a good pricing strategy. A new marketing study suggests there is also value in how businesses talk about time with customers.

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University of Arkansas assistant professor Godwin-Charles Ogbeide learned that consumers are more inclined to stay in hotels that take steps toward environmental sustainability.

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Several regions of our brains are activated in a two-part process when we are exposed to deceptive advertising, according to research conducted by a North Carolina State University professor. The work opens the door to research that could help us understand how brain injury and aging may affect our susceptibility to fraud or misleading marketing.