Ep. 17 Canary Categories with Ayelet Israeli and Eric Anderson

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How I Wrote This

Brett Gordon and Karen Winterich

24 episodes

1 day ago

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.

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Social Sciences

Science

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Ep. 17 Canary Categories with Ayelet Israeli and Eric Anderson

How I Wrote This

48 minutes 29 seconds

8 months ago

Ep. 17 Canary Categories with Ayelet Israeli and Eric Anderson

Every business knows that customers who spend more in the past usually spend more in the future. But what if there are some products for which the opposite is true? That is, seeing a customer buy one of these categories means they are less–not more–likely to return to you. JMR Co-editor Brett Gordon speaks with Ayelet Israeli (HBS) and Eric Anderson (Kellogg) to learn about “canary categories,” as in “canary in a coalmine,” which predict exactly this type of behavior. Tune in to learn more about how the authors navigated a complex revision journey.