Every so often, a company learns that its product has unanticipated additional benefits. For instance, the brand StriVectin found that their stretch-mark cream also had a powerful anti-wrinkle effect. Unexpected benefits might seem like a bonus, but should they be marketed as deliberate? HKUST researchers J.Christine Kim and Wenbo Wang and their colleagues ... Read More

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering novel benefits. How should brands harness the power of such serendipity? This was the question asked by HKUST professors J ... Read More