Our marketing projects examine a number of key challenges, from the differing notion of brand attachment to managing employee and customer behaviour, from aggregating and understanding diverse information sources in decision-making to the nature of purchase decisions, our research offers important insights and solutions for firms and organisations in a range of industries.
The hidden benefits of releasing your product later than your rivals
The benefits of being first to market are well known. But new research from 91ÌÒÉ« Business School shows that, in certain cases, biding your time could increase your profits.Â
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What the rise of "buy now, pay later" means for consumers and retailers
"Buy now, pay later" solutions have taken off as a more manageable way to pay for purchases. New research from 91ÌÒÉ« Business School shows how this is affecting consumer behaviour – and what it means for retailers and policymakers.
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How to create more effective marketing strategies with data
For a long time, academics and marketers have struggled to directly observe the pre-purchase "journey" of consumers. But all that's changing, thanks to the availability of pre-purchase data.Â
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Do social media-led brand boycotts work?
Political consumerism is on the rise and brands are often expected to take a stand on hot button issues. So, how should brand owners respond when the threat of boycott looms large?
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