CERENTI - Publications

	Dayal, Sandeep, French, Tom and Sankaran, Vivek, Dempsey, Jack and Vander Ark, Jonathan. “The e-Tailer's Secret Weapon" McKinsey Quarterly, 2Q 2002
	Dayal, Sandeep, Landesberg, Helene, and Zeisser, Michael. “Building Digital Brands" McKinsey Quarterly, 2000
	Alexander, Whitney, Dayal, Sandeep, Dempsey, Jack and Vander Ark, Jonathan. “The secret life of Factory Service Centers, " McKinsey Quarterly, 3Q 2002
	Dayal, Sandeep, Landesberg, Helene, and Zeisser, Michael. “Building Trust Online" Marketing Management Fall 1999.
	Court, David, and Dayal, Sandeep. “Beyond Behavioral Bounds" Marketing Management Fall 2002
	Jones, Matthew, and Tandon Dev, "Enhancing Profitability at a Consumer Goods Manufacturer," 2002 Working Paper.
	Jones, Matthew, and Tandon Dev, "Helping Bring a Glass Manufacturer Back to Profitability," 2003 Working Paper.
	Malhotra, Sanjeev, and Mangrulkar, Seema, "Branding in the Last of the Unsaturated Markets," Design Management Journal, Vol 12, No. 4., 2001
	Hill, Sam, McGrath, Jack and Dayal, Sandeep, "How to Brand Sand," Strategy & Business, April, Q2, 1998.

Profiled Viewpoint

Beyond Behavioral Bounds by David Court and Sandeep Dayal
	Marketers selling products online need to address the behavioral barriers that stop consumers from changing their brick and mortar habits. They must borrow insights from clinical psychologists if they are to crack the code
	Marketers can use “tactical accelerators” to change consumer behavior to their advantage. They can create cost effective “hard to find” incentives, use “handholding advocacy”, “familiar mediums”, “invisible decisioning” and “instant personalization”
	They key to success is insight and ingenuity – not a megaton budget
	The article uses online marketing examples where the behavioral challenges have been particularly severe, but the principles are applicable broadly

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