"Understanding the Customer Decision Process: Why Good Products Fail" with Professor Duncan Simester

Media Information

  • Channel: MIT Sloan Executive Education
  • Date Added: Fri May 02, 2014
  • Views: 4757
  • Tags: Innovation@Work Webinar Series, Product Development, Product Development Programs, Faculty Discussions
  • Description:

    MIT Sloan Professor Duncan Simester discusses the customer evaluation process of products and services, as well the role of branding in the consumer decision process, and how customers make trade-offs. This event illustrates how customers search for information, how they make inferences about products/services and companies, and ultimately how these factors impact their purchasing decision.

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