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BEworks: Experimentation in Business
內容大綱
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.
學習目標
This case is suitable for an introductory undergraduate or MBA marketing class to discuss the benefits of testing market interventions. It would also be appropriate in advanced classes in consumer behaviour, behavioural economics, integrated marketing communications, and market research. After completion of the case, students will be able to do the following:<ul><li>Understand behavioural economics and its practical applications in various business environments.</li><li>Identify the benefits of business testing and its importance in good decision-making.</l><li>Discuss the various types of tests—laboratory experiments, field tests without randomization, and online surveys—and identify the scenarios that work best for each approach.</li><li>Identify the factors to consider when designing and executing an experiment, including randomization and sample size.</li><ul>