Marketing

How Rio Officials Feed the Olympics Turmoil

Rio de Janeiro’s acting governor Francisco Dornelles recently warned that the Rio Summer Olympics are headed to a “big failure.” He also called his state’s health care system “calamitous” and said his government’s policy of paying workers’ salaries in installments “is a form of slave labor.” Smith School marketing professors Hank Boyd and Roland Rust suggest better ways to manage a crisis communications situation. Read more...

The Case for Giving Away Creative Content

BroadwayHD made history on June 30, 2016, with livesteaming of "She Loves Me," a musical production at Studio 54 in New York. Subscribers had access to the full show on the Internet, Roku and Apple TV. Some industry insiders worry that delivering affordable content online might shrink ticket sales or hurt the Broadway brand. But new research by Smith School professor P.K. Kannan shows that the opposite often happens. Read more...

Abolish the Gender-Based 'Pink Tax'?

Smith School professor P.K. Kannan acquiesced, like a typical parent and consumer, each time one of his daughters learned to ride a bicycle and requested her own pink model. Similar bikes of other colors were lower priced, but try explaining that to a child. "When you shop for a special design or a pink color, you signal to the manufacturer a willingness to pay more," Kannan says. "So they take advantage." Read more...

When Do Service Amenities Pay for Themselves?

Say you're a hotel manager trying to decide whether to build a pool: Will the additional reservations you bring in from that amenity offset the cost of construction and maintenance? Or say you offer free bottled water to all guests. If you stopped doing so, would you save money in the long run? New research from the Smith School offers some answers to these questions. Read more...

Millennials Get Their Own Spectator Sport

Video gaming, as eSports, is drawing a marketing bonanza thanks to Millennials, who also make any ‘Is it a legit sport?’ debate moot, says Smith School marketing professor Hank Boyd. When Turner Sports transitions from Warriors-Thunder NBA playoff action tonight to its Friday debut on TBS of its own eSports league, it also will showcase Turner’s new 10,000-square-foot arena in Atlanta. Read more...

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