Marketing Strategy

Not every product can enter the market at the ideal time. Three strategies can help new products make the most of any timing.

It’s smart to be on good terms with former employees. Recent research highlights the upside to following competitors’ former employees, too.

New strategies are helping companies embrace “collaborative consumption” and the “sharing economy.”

Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.

To thrive in today’s retail environment means reexamining how both information and products are delivered.

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.

Wells Fargo Bank used ethnography to better understand how customers use its products.

A survey by MIT SMR and Deloitte shows companies starting to derive real value from social business.

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

Encouraging customers to provide feedback directly to a company engages them in valuable ways.

As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.

Corporate logos can have a significant positive effect on customer commitment to a brand.

Companies are gaining insights from ethnography, the in-person study of how consumers use a product.

Emphasizing customer participation is an important vehicle for generating valuable repeat business.

A new framework helps identify the best strategy for a particular product or service.