InnovationPeer-Reviewed Research

Uncharted Territory

Person in a space suit walking in a desert
Should you co-create a product with your supplier?
MarketingPeer-Reviewed Research

Sea Of Decisions

Boats on rocky water
How can your new product make a splash?
PricingPeer-Reviewed Research

Satisfaction Guaranteed

A boy holding red and blue popsicles.
How price adjusting eases consumer regrets.
Market Game TheoryPeer-Reviewed Research

Thick And Thin

United states with a tape measure squeezing the middle.
The profit potential of shrinking markets is rooted in how firms respond to competitor actions in the marketplace.