Legal and Social Issues
Customer Outcomes of Corporate Social Responsibility in Supplier-Customer RelationshipsOct 7, 2013 Christian Homburg, Marcel Stierl, and Torsten Bornemann, 2013, 13-119
Develops and tests a framework of the influence of a supplier’s CSR engagement on organizational customer outcomes, based on 200 matched supplier–customer dyads from a broad range of B2B industries.
The Merits and Dangers of E-Scores DebatedJul 14, 2013
At MSI’s April 2013 Trustees meeting, four panelists—representing the views of marketers and consumer privacy advocates—weighed in on the merits and dangers of e-scores.
What Happens When You Trust Consumers?Apr 25, 2013
In 2007, when Radiohead invited fans to download their album for free, sales reached hundreds of thousands of dollars. But not all pay-what-you-want (PWYW)…
How Real-Time Brand Behavior Builds Trust in the Social EraApr 11, 2013 Laurie Coots, Chief Marketing Officer, TBWA\Worldwide and President, Disruption Works
Many in the marketing community studied and “grew up” learning to strategize, scale, and execute marketing plans for our brands. Our success was measured in tracking studies months after “it” was rolled out, whether “it” was an advertising campaign or a new product launch. In the social era, the democratization of information, behavioral analytics, and interactive metrics have led us to be more transparent in our communications and our behavior. We have entered a time when we can measure everything. We must ask ourselves: “What metrics matter in the world of building trust? What behaviors prove our trustworthiness as a brand or company? What consumer attitudes, insights and behaviors should we be watching?” These are big questions and, to make things more complicated, they are happening in real time. Laurie Coots will outline the challenges brands must deliver against, the need to learn to “irrigate” engagement rather than cascade information, and some stories about brands and companies that are doing it well.
Firms and TrustApr 11, 2013 Sandy Jap, Emory University
From Three Academic Perspectives on Trust panel, Sandy Jap reports on research on how firm-to-firm collaboration does or does not lead to trust.
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