Ideas Made to Matter
Four marketing lessons from the sad fate of Crystal Pepsi
Are the wrong people buying your new product? How to avoid “harbingers of failure.”
Simester and Tucker win AMA award
Duncan Simester and Catherine Tucker have won the 2020 Weitz-Winer-O’Dell Award from the American Marketing Association. This award recognizes a Journal of Marketing Research article published five years earlier that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice. Their winning paper, “Harbingers of Failure” (Journal of Marketing Research, Vol. 52, No. 5, October 2015), was co-authored with Song Lin (HKUST Business School), who was an MIT Sloan PhD student when the paper was written (PhD 2015), and Eric Anderson (Kellogg School of Management), who also obtained his PhD at MIT Sloan (in 1995).
