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In E-Commerce, More Is More
Eisingerich, Andreas B.; Kretschmer, TobiasArticle HBS-F0803B-EMarketingMost managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies.Starting at €8.20
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Work with Me
Bell, Simon J.; Eisingerich, Andreas B.Article HBS-F0706J-EService and Operations ManagementShould service firms show clients their inner workings or keep their cards close? Recent research touts the benefits of letting customers know how firms operate.Starting at €8.20
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Hospital Visitors Ask for More Shopping Outlets
Eisingerich, Andreas B.; Boehm, LeslieArticle HBS-F0905B-EStrategyIs an institution that instills fear in many people a good spot to set up shop? Yes, say the authors, whose research shows that hospital lobbies are places where businesses can connect with consumers.Starting at €8.20
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Behold the Extreme Consumers...and Learn to Embrace Them
Eisingerich, Andreas B.; Bhardwaj, Gunjan; Miyamoto, YoshioArticle HBS-F1004G-EMarketingIf you're like most brand managers, you're unaware of or turned off by "extreme consumers"-people so crazy about the brand that they spend more than 10% of their lifetime income on it. But they can be your most powerful marketers.Starting at €8.20