BI BUSINESS
REVIEW
BI BUSINESS
REVIEW
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BI Business Review Three challenges when the world is your key market
From the creators of Barbie to global food conglomerate Nestlé, marketing channel management in foreign markets have long proved to be a daunting prospect for companies. In a study, we tried to make their job easier.
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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 Multisensory packaging design
Our conception of product packaging has shifted from considering it merely as a means of…
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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…
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BI Business Review What can marketers learn from chefs?
Our food experiences are some of the most multisensory events of our everyday lives. But what can…