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Full-Text Articles in Advertising and Promotion Management
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Perspectives@SMU
Research study finds that digital red packets are most useful as a tool for companies to gain new and retain existing customers when they are allowed to be shared on social media
Lokotopia: Expansion To China Doesn’T Have To Be A Gamble, Yiqing Pin Cai
Lokotopia: Expansion To China Doesn’T Have To Be A Gamble, Yiqing Pin Cai
MSc in Innovation Capstone Projects
Addressed the problem of Southeast Asian brands to enter the China market, reviewed existing market solutions, presented their solution which was tested through global Chinese consumers. Introduced LOKOTOPIA services, with some cases for market validation.
It’S All About The Commercial Experience, Singapore Management University
It’S All About The Commercial Experience, Singapore Management University
Perspectives@SMU
Making the buying experience enjoyable is key to success in the smartphone era
The Importance Of Search Engine Optimisation, Singapore Management University
The Importance Of Search Engine Optimisation, Singapore Management University
Perspectives@SMU
Good SEO is a business necessity in the Digital Age but not everyone needs in-house SEO expertise; sometimes it makes more sense to hire an agency
Shopper Marketing: Moving Online, Singapore Management University
Shopper Marketing: Moving Online, Singapore Management University
Perspectives@SMU
The advent of smartphones have changed the way advertisers induce shoppers to buy
Advertising In The Digital Age, Singapore Management University
Advertising In The Digital Age, Singapore Management University
Perspectives@SMU
Algorithms, big data and real-time computing are revolutionising the advertising industry, but brands still need to be clear about their business objectives to maximise advertising returns
Finding Answers In Digital Media Research, Singapore Management University
Finding Answers In Digital Media Research, Singapore Management University
Perspectives@SMU
It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast
Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya
Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya
Research Collection Lee Kong Chian School Of Business
Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, we focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. We argue that the ''pizza-bin'' approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. After motivating the challenges and decisions facing firms using a real-life application from Dell …