Most organizations spend much of their effort on the start of the value creation process: namely, creating a strategy, developing new products or services, and analyzing the market. They pay a lot less attention to the end: the crucial “last mile” where consumers come to their website, store, or sales representatives and make a choice.In The Last Mile, Dilip Soman shows how to use insights from behavioral science in order to close that gap. Beginning with an introduction t...

How do you take an individual who has never done business with your organization and gradually transform them into the best possible customer? How do you decide how much to spend on various marketing actions? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start, what tools do you use, and what heuristics are useful in making these decisions? This book attempts to answer questions such as these. The one-sentence summ...

The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented acce...

Despite the vast wealth generated in the last half century, in today’s world inequality is worsening and poverty is becoming increasingly chronic. Hundreds of millions of people continue to live on less than $2 per day and lack basic human necessities such as nutritious food, shelter, clean water, primary health care, and education.Innovating for the Global South offers fresh solutions for reducing poverty in the developing world. Highlighting the multidisciplinary experti...

How do you take individuals who have never done business with your organization and work on them till some of them eventually become the best possible customers that you have? How do you decide how much to spend on various marketing tactics? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start what tools do you use what heuristics are useful in making these decisions? This book attempts to answer questions such as t...

How well do behavioral science interventions translate and scale in the real world? Consider a practitioner who is looking to create behavior change through an intervention – perhaps it involves getting people to conserve energy, increase compliance with a medication regime, reduce misinformation, or improve tax collection. The behavioral science practitioner will typically draw inspiration from a previous study or intervention to translate into their own intervention.The latest bo...

Every organization is fundamentally in the business of behavior change, whether it be a government trying to get a business to comply with environmental regulations, a business persuading its customers to be loyal to its products, or a financial institution encouraging a client to start saving for retirement. Behavior change is critical to organizational success, but despite its centrality to organizations, we do not have a good understanding of how organizations can successfully employ in...

The latest title in the Behaviourally Informed Organizations series offers practical advice on how best to successfully design, deliver, and evaluate efficient cash transfer programs, with a view to alleviating poverty.While much progress has been made in reducing poverty worldwide – especially in the pre-pandemic era – it is fair to say that an unacceptably large proportion of the world’s people still live in poverty. Cash Transfers for Inclusive Societies

Behavioral Science in the Wild helps managers understand how best to incorporate key research findings to solve their own behavior change challenges in the real world – from lab to field.Behavioral Science in the Wild helps managers to implement research findings on behavioral change in their own workplace operations and to apply them to business or policy problems.As the second book in the Behaviourally Informed Organizations series, ...