Interactivity and Customer Engagement on Sharing Economy Platforms

It Takes Two to Tango In recent years, sharing economy platforms have revolutionized how we access goods and services. From catching a ride with Uber to booking a vacation rental on Airbnb or finding a handyman on TaskRabbit, these digital marketplaces have made it...

What Drives Brand Loyalty?

The Complexity of Brand Loyalty Simplified In today’s hypercompetitive marketplace, brands are in a constant battle for customer loyalty—a critical factor that can make or break a business. But what exactly drives customers to stay loyal to a brand? We shed new...

The Double-Edged Sword of Unfinished Teasers

Unfinished Teasers: A Double-Edged Sword In today’s digital age, content providers constantly seek ways to attract consumers’ attention and encourage them to engage with their content. One popular strategy is using teasers—short previews designed to pique...

Marketing Agility in MNC Subsidiaries

Balancing Global Efficiency with Local Responsiveness The main challenge of multinational corporations (MNCs) is to balance local opportunity-seeking initiatives with global efficiency-oriented imperatives. Only if a subsidiary develops reliable local insights and a...