Category: Susan Fournier

Unlock the Mysteries of Your Customer Relationships

July 2nd, 2014 in 2014, Newsmakers, OP-EDs by BU Professors, School of Management, Susan Fournier 0 comments

susan-fournier-300x300Harvard Business Review
Co-written by Susan Fournier, School of Management

Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: People now expect companies to understand what type of relationships they want and to respond appropriately—they want firms to hold up their end of the bargain…

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When Branding Is Too Good: A Cautionary Tale From New York’s Citi Bike

April 7th, 2014 in 2014, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

New Yorkers have racked up more than 7 million trips on Citi Bike, New York City’s bike-share system, since it launched late last May. More than 100,000 people hold annual memberships. Yet financially, Citi Bike needs help…

Expert quote:

“The meanings of Citi the brand are now forever connected to this bike thing, for five years. In the evolutionary plane of this [Citi Bike] brand, five years is going to be a long time.”

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Beyoncé At The Grammys: Brand Confusion Or Multivocality?

January 28th, 2014 in 2014, Forbes, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

At Sunday night’s Grammy Awards, Beyoncé took the stage barely covered in lingerie, dripping wet and enveloped in smoke. Her recently slimmed body was on full display, the product of the oxymoronic “vegan-fast” (if it’s a fast, does it matter that it’s vegan?)…

Expert quote:

“Brands are about trust and familiarity. You know what it is, that’s the essence of having strong brand. If you change that, what do you have left?”

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You’ve Got the Information But What Does It Mean? Welcome to “From Data to Action”

November 19th, 2013 in 2013, Blogs, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

“The numbers don’t lie.”…

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Snark-Nado: What Happened With JP Morgan’s Epic Twitter Fail

November 18th, 2013 in 2013, Newsmakers, School of Management, Susan Fournier, TheStreet.com 0 comments

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Susan Fournier
, School of Management

JPMorgan Chase (JPM) was an underwriter on Twitter’s(TWTR) recent, bang-up initial public offering…

Expert quote:

“The reality of social media intended to support brand building is that consumers get to decide what they share and what they say. We all know the tradeoff: In using social media to garner social resonance and engagement, management cedes control of the brand.”

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What can save the IRS brand?

June 4th, 2013 in 2013, Marketplace, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

Congress heard testimony today from some of the Tea Party groups subjected to extra scrutiny when they applied for tax-exempt status, and an inspector general released a new report, auditing IRS conferences…

Expert quote:

“They’ve always had a warmth problem. But now they have a competence problem, too.”

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Creating the ‘innovative mindset’

February 3rd, 2013 in 2013, Newsmakers, School of Management, Susan Fournier, Worcester Telegram & Gazette 0 comments

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Susan Fournier, School of Management

Dennis Stauffer believes that innovation can be taught…

Expert quote:

“I don’t think is something as concrete as gravity. If you are in a public trade organization you have to guaranty innovation every year, all the time.”

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How Twinkies could survive even if Hostess doesn’t

November 20th, 2012 in 2012, Christian Science Monitor, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

For those panicked consumers considering a Twinkie bake set on eBay for some extortionate price, a word of caution…

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Baker’s ovens to go cold

November 19th, 2012 in 2012, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

Hostess Brands Inc, the bankrupt maker of Twinkies and Wonder Bread, plans to shut its doors after 82 years, selling off its snack foods and bread brands and laying off 18,500 workers in the process…

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United’s Balky Computers Could Send Brand Into Tailspin

November 18th, 2012 in 2012, E-Commerce Times, Newsmakers, School of Management, Susan Fournier 0 comments

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Susan Fournier, School of Management

United Airlines experienced a major computer problem this week, and the news no doubt sent shudders down the spines of would-be Thanksgiving holiday travelers everywhere…

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