Insights Review

Motivating Charitable Giving in India

HelpAge India, a nonprofit that supports India's 90 million senior citizens, gave K. Sudhir, the James L. Frank '32 Professor of Private Enterprise and Management and professor of marketing, two...

December 11, 2012

Overestimating What Others Will Pay

Suppose you are an executive in charge of marketing decisions for your firm.  Your R&D people have developed a new product, and you need to decide what price to charge. Do you feel...

July 15, 2012

Who Cares About Medicare?

At least everyone who has it cares, but who reallycares? Or, to look at this from an economic perspective, who places a higher monetary value on Medicare? That was the question Yale marketing...

July 15, 2012
Insights Review

The Irrational Consumer: Four Secrets to Engaging Shoppers

Economists and marketers have long assumed that potential customers rationally weigh the costs and benefits of every possible choice before deciding what to buy. Under this assumption, marketers use...

May 23, 2012

How Does Google Keep Innovating?

The Center for Customer Insights hosted Claire Hughes Johnson, VP of New Products, Media and Platforms at Google, this past February at our Higher Velocity Marketplace conference.  She gave an...

March 20, 2012
Innovation

The Pleasure of Guilt

As February draws to a close, we can reflect on a month associated with both guilt and pleasure. Valentine's Day means heart-shaped boxes that soon rattle with the sounds of empty wax-paper chocolate...

February 23, 2012

Firing Your Customer

It's called the whale curve -- a schematic representation of profit, replicated below. It illustrates, among other things, how 200 percent of profit can come from only 10 percent of customers. Fifty...

February 1, 2012

Customer Analytics: The New Source of Value Creation

Remember the time you bought your first iPod? Was the decision influenced by a TV ad? Or did someone you trust, perhaps a technology enthusiast, gave you unsolicited advice and perhaps a quick demo?...

January 22, 2012

Brand Permission: When No Means No

History is littered with cases of adventurous marketing initiatives that crossed consumers’ limits of acceptance. Often, it is not because these ideas were unwelcome or the firms did not have the...

December 12, 2011
Brand, Brand Permission