How important is word of mouth, more popularly known as buzz, for the success of your new products? Some companies rely on product placement in movies or the endorsement of a sports star or pop singer to help create a buzz about their particular brand.

　　但INSEAD 的教授 Amitava Chattopadhyay认为，这些企业可以通过实施更为系统的方式来更多地控制新品，远胜于他们之前所认为的通过明星对新品造势的方式。

　　In a recent working paper, Chattopadhyay and co-authors Jacob Goldenberg and Sarit Moldovan examine how managers can best create positive buzz about an innovative product.? Instead of just looking at the product’s novelty value or uniqueness, the authors of the study also looked at the impact of product usefulness.

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