Marketing

The Supreme Court is expected to rule next month whether Grokster, a Napster-like file-sharing network for downloading music and other digital entertainment, can be held liable for facilitating copyright infringement. But even if the music industry wins the case, two marketing professors at the W. P. Carey School of Business argue that it will ultimately lose if it keeps fighting consumers. Their research suggests that trying to stem music downloads through legal action and technology is likely to cost the industry more business than it preserves.

Our possessions are more than inanimate objects; often they are fraught with meaning, negative or positive. Examining habits of disposition as well as acquisition can be a valuable psychological tool for marketing, according to a study undertaken by, a W. P. Carey School of Business researcher.

The qualities that set high performers apart from their colleagues have been put under the research microscope of two marketing professors at the W. P. Carey School of Business. "Competitive crafting" refers to the set of behaviors that enables managers to use the information and knowledge they possess about the competition to create a winning business proposition. And these behaviors have been taught successfully in large companies cooperating in the ASU study.

In the old days, an unpleasant customer service experience prompted an outraged report circulating among a few friends and relatives. Today, a spurned customer has the potential to reach millions through Word of Web (WOW). Two W. P. Carey School of Business marketing professors made a study of the WOW phenomenon, and they have some advice for companies. The worst response is a heavy-handed or threatening move; the most effective response is better customer service.

To wait or not to wait is not the question. Rather, it's how — and to what extent — an imposed delay affects our enjoyment of consumer products. W. P. Carey School of Business marketing professors take a closer look at delays and consumer opinions.