The process of marketing a new product or service begins when you create a frame of reference. Essentially, the frame of reference is the way your product is perceived by the market and consumer; for ...

Is the latest iPhone a good value? Should you accept that promotion you’ve been offered? Should you pay to have someone come and fix your leaky toilet or fix it yourself? Although we might delude ...

From a material approach to a leading concept in the humanities and education, explore the origins and expansion of the notion of framework.

How can you establish a connection between your products and the customer’s decisions, while informing the experiences you create? Ian Jindal ponders how retailers can create the frame of reference ...