July 5, 2006


Chicago Booth Europe Campus - London
Woolgate Exchange
25 Basinghall Street
London EC2V 5HA


7:00 program
8:00 cocktails


Register Online

Word-of-Mouth Effects in New Product Introduction: The Role of Near Neighbours and Opinion Leaders

Speaker: Puneet Manchanda
Associate Professor Marketing

Word-of-Mouth effects have always been considered as crucial to a new product's success. However, by definition, this effect occurs as an interaction between consumers, thus making it hard for firms to measure and manage this effect, especially in the presence of contemporaneous marketing. Using examples from the pharmaceutical and hi-tech industries, Professor Manchanda will share the insights from his research on whether these effects exist, how big they are and how
firms should leverage them.