Contents:
He was previously vice president of marketing at Niles Software, where he launched the company's flagship product, EndNote. Rosen started his career in marketing as an award-winning copywriter. His books are available in twelve languages.
Thank you for signing up to receive news about Itamar Simonson,Emanuel Rosen. Tell us more about what you like to read so we can send you the best offers and opportunities. Do you primarily buy books in a country other than the US? Please choose from the dropdown. Would you like to receive any of the following newsletters? Thank you for your interest in HarperCollins authors. An email has been sent to your parent or guardian. You must have permission from a parent or guardian to sign up. Please provide their email address.
By submitting your email address, you understand that you will receive email communications from Bookperk and other HarperCollins services. You may unsubscribe from these email communications at any time. Overview of Alumni. All Events.
Seed Transformation Program Research Fellows. Alumni Events All Other Events. Enter the terms you wish to search for.
By Itamar Simonson , Emanuel Rosen. Harper Business, New York, Selected Editorial Reviews. Absolute Value brilliantly describes a world which threatens to disrupt conventional ideas about branding and marketing. Companies that seek only to persuade will be replaced by those that truly seek to serve the real needs of the customer.
Guy Kawasaki, Author. Companies need to ask: To what extent do consumers depend on O when making decisions about their products?
LG and Samsung have taken full advantage of this capacity, moving beyond their original core products electronics into a broad array of tech goods and home appliances. Consumers have access such a diverse array of data that they can if they choose make much more informed purchasing decisions. People are more trustworthy than you think 2. Subscribe to our newsletter. Absolute Value answers the pressing question of what influences customers in this new age. But as customers increasingly base their decisions on the opinion of others, we need to re-examine even our most basic beliefs about marketing and consumer decision making. There used to be a reliable, predictable path from awareness to action.
We present the answers as points along the O continuum. The closer your product is to the O-dependent end, the greater the shift in how consumers gather and evaluate information about it. The examples below show where several categories fall on the O continuum. Once firms understand where a product falls on the O continuum, they can consider the strategic implications in four realms:.
This is also apparent in the restaurant business: Research by Michael Luca, of Harvard Business School, suggests that in cities where large numbers of diners rely on Yelp reviews, independent restaurants tend to benefit, while chains and franchises often see their revenues decline. LG and Samsung have taken full advantage of this capacity, moving beyond their original core products electronics into a broad array of tech goods and home appliances. In general, we see greater market-share volatility in domains where customers depend mainly on O. Witness the swift declines of Nokia and BlackBerry.
Conversely, brand equity and loyalty can protect established players in O-independent domains; brands such as Clorox and Bud Light, influenced primarily by P and M, enjoy relative stability.
In recent years many camera buyers have turned to ratings and user reviews as their main source of information. This means that celebrity endorsements are less effective than they once were.
Banner ads intended to create or reinforce brand awareness are not very successful either, because when it comes time to buy, the weight of trusted reviews usually overrides any residual effect of fleeting exposure to an ad. Instead, companies such as Nikon and Canon should focus on generating user interest in particular products and promoting an ongoing flow of authentic and positive content from O on internet retail sites. Companies in domains that are not susceptible to O can continue to draw on conventional market-research approaches, but those in O-dependent areas need to think differently.
Market research usually aims to measure P—it tries to predict the kinds of products consumers will like by assessing their preferences in the past. For example, a market research study conducted in early —before the release of the first iPhone—concluded that U.
Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information [Itamar Simonson, Emanuel Rosen] on giuliettasprint.konfer.eu *FREE*. Editorial Reviews. Review. “Absolute Value brilliantly describes a world which threatens to Absolute Value: What Really Influences Customers in the Age of ( Nearly) Perfect Information - Kindle edition by Itamar Simonson, Emanuel Rosen. Download it once and read it on your Kindle device, PC, phones or tablets.
What went wrong? The study had measured P, but as soon as the iPhone hit the market and early adopters began gushing over it, people became influenced by O.