In a recent book absolute value the authors emanuel rosen, Operation Management

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In a recent book absolute value the authors emanuel rosen

In a recent book Absolute Value, the authors (Emanuel Rosen and Itamar Simonson) make the argument that brand doesn’t matter nearly as much as it used to. Their reasoning is that consumers now have so much information available to them (online reviews, for example) that they can make the “right” choice without resorting to proxies like brand name. Do you agree with this?

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