Paper Information Full Working Paper Text Working Paper Publication Date HBS Working Paper Number Faculty Unit s Accounting and Management APR Are brand Immigrants Good For The Image Brands that are selective should work hard to make their core consumers happy. Problems occur however when those users learn that a brand s downward extensions may be attracting people not viewed as desirable by the in group. Silvia Bellezza and Anat Keinan explore the concepts of brand tourists and brand immigrants to explain when core users are likely to respond positively or negatively when new consumers start using the brand.
The research is scheduled to be published in a forthcoming issue of Journal of Consumer Research. The April issue of Harvard Business Review includes work by Hanna Hałaburda and Felix Oberholzer Gee Chinese Overseas America Number Data showing limits to the get big fast strategy. Companies trip up according to the HBR summary when they try to attract large volumes of customers without understanding the strength of mutual attraction among various customer groups and the extent of asymmetric attraction among them. Read The Limits of Scale Companies That Get Big Fast Are Often Left Behind. Reflecting On Reflection Business educators often teach executives to have a bias toward taking action but is reflection getting short shrift In the working paper Learning by.
Thinking How Reflection Aids Performance Giada Stefano Francesca Gino Gary Pisano and Bradley Staats find learning is improved when accompanied by an attempt to synthesize abstract and articulate the key lessons taught by experience. —Sean Silverthorne PUBLICATIONS AUGUST JOURNAL OF CONSUMER RESEARCH Brand Tourists How Non Core Users Enhance the Brand Image by Eliciting Pride By Bellezza Silvia and Anat Keinan ABSTRACT—This research examines how core consumers of selective brands react when non core users obtain access to the brand.
發表於 2024-3-12 13:29:15
