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The IC² Institute is an interdisciplinary research unit of The University of Texas at Austin which works to advance the theory and practice of entrepreneurial wealth creation.
Tag Archives: marketing
This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural … More
Application Driven Theory: Rigorously Combining Applied and Basic Research Relevant to Accounting and Marketing
In this editorial, the authors argue that accounting and marketing research can be both practically relevant and theoretically well-grounded, if a paradigm of application driven theory is adopted and rigorously applied. They distinguish between two dichotomies characterizing research, (1) basic … More
Describes research showing how American brands come to dominate similar market segments in developed and emerging countries. Discusses recent evidence suggesting that product standardization and promotion adaptation, rather than standardization across marketing functions, earn profits worldwide and create value added … More
Discusses the nature of committed and determined costs in a new product development project, and quantifies their relationship to project uncertainty. Introduces the concept of product, process, schedule and market (PPSM) intelligence and emphasizes its use for jointly considering marketing … More