Columbia Business School | Center on Global Brand Leadership
In This Issue:
• BRITE '14 Live Stream March 3 (read)
• #BoysGotGame (read)
• RESEARCH: Monopoly Pricing in Social Learning (read)
• Read More: IoT, Yahoo Ads, CMOs-to-CEOs, Email Marketing, Oreoness(read)
• For Your Amusement (read)
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BRITE '14 Live Stream March 3

WatchitooCan't join us in person for BRITE '14? Not a problem! We're excited to announce we're live-streaming Day One of the event this Monday, March 3.

Anyone from anywhere around the globe can partake in the conference via live coverage powered by Watchitoo, an interactive platform for live events, webinars, and distance learning initiatives. Chat with fellow viewers and pose questions which may be included in speaker Q&A.

And while you're watching online, participate in the conversation on Twitter using #BRITEconf.

Tune in and spread the word!

March 3, 2014

8:45-5:45pm EST
LIVESTREAM: http://BRITEconference.com/

BRITE '14 AGENDA: http://briteconference.com/BRITE14/agenda.aspx
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#BoysGotGame

LuluLulu, the hot new app that allows women to anonymously rank their Facebook beaus, has quickly risen to smartphone fame. In a single year, it has attracted a user-base of well over one million and countless praise from esteemed media outlets like The New York Times, The Washington Journal, Business Insider and NPR.

Co-founder and CEO Alexandra Chong, a BRITE '14 speaker, explains, "[W]e get references for jobs. . . or renting an apartment. . . why not get references from women on the guys that they may end up in bed with."

Particularly noteworthy is the dynamic contributions of Lulu's members. Chong tells Bloomberg TV's Cory Johnson that 52% are actively creating content. "As you know in the social space that's often unheard of. Typically the rule is 9-10%." Men are surprisingly responding favorably, too. Lulu reports that it's received over half a million requests from guys who welcome the feedback. Can you say #Brave? [Read more and comment]

REGISTER NOW for BRITE '14 (March 3-4) to hear Chong discuss more about leveraging girl talk and building online social communities.

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RESEARCH: Monopoly Pricing in Social Learning

LuluIt's been long known that consumer reviews, positive or negative, have a tremendous impact on the purchasing decisions of prospective buyers. But Columbia Business School professor Costis Maglaras, an expert in pricing and revenue management, has developed a new equation to help businesses realize the full value for revenue gain from online reviews.

Maglaras and his team developed this method by analyzing social learning and its effect on market potential and sales trajectory. On average, Maglaras says, "firms will benefit from encouraging consumer reviews because the increased profit from highly reviewed products will exceed the loss from poorly reviewed ones." In turn, businesses will have the ability to more effectively price new products, and strategically adjust pricing over time in the most gainful direction.

Read more about Maglaras' research in Columbia's Ideas at Work.

Download
the complete report, Monopoly Pricing in the Presence of Social Learning, from Social Science Research Network.

Read More
Valuing the Internet of Things
(Frog Design)
Yahoo Aims to More Deftly Blend Ads with Content
(The New York Times)
Chief Marketers Eye CEO, COO Roles
(Ad Age)
Why Marketers Should Keep Sending You E-mails
(McKinsey)
Rethinking The Oreo for Chinese Consumers
(NPR)
For Your Amusement
WATCH: Proof Your Senses Are Lying to You
(YouTube)
Why Do People Get Drunk? London University Builds Mock Pub to Find Out
(London Evening Standard)
WATCH: Netflix Video Says What We All Think About Amazon's Ridiculous Drones
(Huffington Post)
How Can We Help Your Business Goals?
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www.gsb.columbia.edu/globalbrands
www.briteconference.com
Center On Global Brand Leadership | 3022 Broadway | Uris Hall, Room 2M3 | New York | NY | 10027