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BEworks: Experimentation in Business

Neil Bendle; Katie Chen;

商品編號:9B17A053
出版日期:2017/10/26
再版日期:2017/10/26
商品來源:Ivey
商品主題:Marketing
商品類型:Case (Field)
涵蓋議題:behavioural economics;experimentation;consumer behaviour;testing;messaging
難易度:4 - Undergraduate/MBA
內容長度:7 頁
地域:Canada
產業:Professional; Scientific; and Technical Services;
事件年度:2016

In 2016, a luxury cosmetic company approached BEworks Inc. (BEworks), a management consulting firm based in Toronto, Ontario, to gain a better understanding of its customers in an effort to develop better-tailored communications. BEworks was the world’s first management consulting firm to specialize in solutions for real-world challenges by applying behavioural economics—an emerging field that sought to understand human behaviour in the context of psychological, social, cognitive, and emotional influences. Of special interest to the luxury cosmetic company was the design of key messages to drive sales growth. BEworks offered a unique approach to strategic problems by using empirical data obtained through experiments. The client and BEworks together decided on a variety of promising messages to assess. BEworks needed to decide on the design of a test to best gauge the effectiveness of these messages.

教學手冊:8B17A053;
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