The JM Buzz

This Journal of Marketing study finds that female executives are more likely to focus on customer relationships than their male counterparts, leading to strategic choices that reflect a customer focus. 

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221120419 

Read the text of this episode here: https://www.ama.org/2022/09/08/how-more-female-executives-in-the-c-suite-can-spur-improved-customer-orientation-and-financial-performance/ 

Reference: Chandra Srivastava, Saim Kashmiri, and Vijay Mahajan, “Customer Orientation and Financial Performance: Women in Top Management Teams Matter!” Journal of Marketing. doi:10.1177/00222429221120419 

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How do some brands successfully ride the wave of economic expansions and contractions? This Journal of Marketing study defines the strategic brand factors that help moderate the impact of business cycles on brand equity. 

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221122698 

Read the text of this episode here: https://www.ama.org/2022/09/13/strategic-brand-factors-that-help-moderate-the-impact-of-business-cycles-on-brand-equity/ 

Reference: Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, "Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?" Journal of Marketing. doi:10.1177/00222429221122698 

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How do companies best respond to angry customers on social media? De-escalate the situation by actively listening to complaints and responding with empathy. 

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221119977 

Read the text of this episode here: https://www.ama.org/2022/08/30/how-companies-can-de-escalate-angry-customer-complaints-on-social-media/ 

Reference: Dennis Herhausen, Lauren Grewal, Krista Hill Cummings, Anne L. Roggeveen, Francisco Villarroel Ordenes, and Dhruv Grewal, "Complaint Deescalation Strategies on Social Media," Journal of Marketing. doi:10.1177/00222429221119977 

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Small design changes to insurance marketplaces can lead to better consumer decisions. 

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221119086 

Read the text of this episode here: https://www.ama.org/2022/08/23/how-minor-changes-in-choice-architecture-can-improve-health-insurance-product-choices-and-costs/ 

Reference: Benedict G.C. Dellaert, Eric J. Johnson, Shannon Duncan, and Tom Baker, "Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer Choice," Journal of Marketing. doi:10.1177/00222429221119086 

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.