The K@W Network:
Associate Professor of Marketing
Wharton’s Raghuram Iyengar explains what his research on referral coupons reveals about customers' behavior when you offer them the “opportunity” to be brand ambassadors.
On the surface, customer retention plans seem to make perfect sense. But according to new Wharton research, it’s a lot more complicated -- and sometimes, the result is exactly the[…]
New Wharton research sheds light on the impact of social reviews on business.