‘To study or not to study marketing? That is the question.’
Love or hate it, virtually everyone is touched by and involved in marketing in some way. This paper takes a balanced look at the evidence for and against the subject to help answer the question "Why do...
View ArticleBias Blind Spot: Structure, Measurement, and Consequences
People can be unaware they possess deeply rooted bias which informs many of their personal and professional decisions, sometimes to their detriment. This research presents a method of recognising and...
View ArticleWhy should I attend? The value of business networking events.
The events industry is worth billions of dollars and continues to grow, despite the existence of technology that could eat into the market. This study examines and measures the value an individual...
View ArticleHow important are small words in big food scare communications?
We've all seen food crises such as BSE and the horsemeat scandal reported in the news. This study explores how consumers perceive risk and adjust their behaviour accordingly in response to a variety of...
View ArticleImproving the perception of marketing amongst Professional Service Firms
The discipline of Marketing is still regarded with scepticism in many Professional Service Firms, although there is evidence of its ever increasing importance to them. This article looks at why...
View ArticleManaging a Professional Services Firm's reputation - benefits and difficulties
Do professional service firms need to be so concerned with their reputations? We look at the benefits a strong reputation brings, and hint at the difficulties that come with managing it.The attraction...
View ArticleRecommended for you: the effect of 'word of mouth' on sales
This research explores the role word of mouth recommendations play in influencing the way consumers discover and purchase products, and their impact on the concentration of sales.The model explains a...
View ArticleFrom dating profiles to Brexit – how to spot an online lie
The online arena offers countless opportunities for the unscrupulous to deceive the unwary with lies. However, new research has produced a digital lie detector that may help counter attempts at online...
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"Transforming everything...." - Cass Business School hosts Digital...
The inaugural Digital Consumption Symposium was held at Cass Business School on 21st October 2016.The event brought together leading academics from UK and International universities to present their...
View ArticleLiquid Consumption - why the consumer increasingly prefers access to goods...
The 'sharing economy' indicates the increasing importance to consumers of flexible access to goods and services. This paper presents the concept of liquid consumption to explain this shift away from...
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