This month's issue includes three complete articles: ""The Wisdom of Deliberate Mistakes," "Avatar Based Marketing," and "Profiting from the Long Tail." Plus, you'll hear OnPoint summaries of three articles: "Eager Sellers and Stony Buyers: Understanding the Psychology of New Product Adoption," "Leadership Run Amok: The Destructive Potential of Overachievers," and "Off Sites That Work." Finally, there are Executive Summaries of the three remaining articles.
Advertising has always targeted a powerful consumer alter ego: that hip, attractive, incredibly popular person just waiting to emerge from an all-too-normal self. Now, in cyberspace, consumers are taking the initiative and adopting alter egos that are anything but under wraps. These online personae, called avatars, represent a huge population of "shadow" customers who can be analyzed, segmented, and targeted.
This month's issue includes three complete articles. Paul Hemp asks, "Are You Ready for E-Tailing 2.0?' Then, Clay Christensen goes over the "Tools of Cooperation and Change." In the third article, Gary Pisano looks at the business end of biotech to see if the sector lives up its hype. Plus, you'll hear OnPoint summaries of three more articles: "Emerging Giants," "Strategies for Two Sided Markets," and "Meeting the Challenge of Corporate Entrepreneurship."