BI BUSINESS
REVIEW
BI BUSINESS
REVIEW
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BI Business Review The rebranding riddle: What drives customers away?
From Lego to Porsche, loyal customers form strong bonds with brands and make them part of their identity. So what happens when companies start tweaking things?
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BI Business Review Prices, reviews and ratings: What makes customers say «yes»?
Does price matter? Koen Pauwels investigates where in the world consumers are most sensitive to costs, user reviews and star ratings.
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BI Business Review Does humour in advertising work?
Ads that make us laugh can also make us buy. However, new research shows that companies should…
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BI Business Review How do customers respond to waiting shorter or longer than expected?
Waiting is part of customers’ everyday lives. But how sensitive are customers to waiting shorter…
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BI Business Review Creating buzz before new product launches: Is it always a good idea?
Many firms aim to create buzz when launching new products. But pre-launch marketing for new…
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BI Business Review The Sustainable Challenge: Incorporating Triple Bottom Line Logic into Marketing
How can businesses include ecological action and social responsibility into its marketing efforts…