Cutting through the Fog of Demand: The Competitive Value of Customer Information

Nicolaj Siggelkow, Management, The Wharton School, and Oliver Baumann, University of Southern Denmark

Abstract: We investigate how investments that allow firms to better understand their customers’ preferences interact with a firm’s ability to compete.

Michelle Eckert is Marketing and Communications Coordinator for the Mack Institute, where she works to engage students, researchers, and corporate partners in opportunities for collaboration. Michelle received her B.A. in Art from Valparaiso University in 2007. Her background includes two AmeriCorps terms of service working to teach mathematics, computer literacy, and job readiness skills to out-of-school youth in Philadelphia, focusing particularly on promoting access to post-secondary education.