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MIT Sloan Management Review - Winter 2024

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En este número
Question the conventional wisdom: You could find that what “everybody knows” no longer holds true. That might be the case with one of the truisms of e-commerce: that the online purchase experience should be as free of friction as possible. Marco Bertini, Diego Aparicio, and Aylin Aydinli ask whether that makes sense in all circumstances — and suggest that the widespread practice of easing customers’ paths through the point of sale might actually be one of the culprits behind the high rate of returns for online purchases. They explain how introducing the right type of friction can slow buyers down and give them more time to evaluate their purchasing decisions — and increase their loyalty.
MIT Sloan Management Review Description:
MIT Sloan Management Review leads the discourse among academic researchers, business executives and other influential thought leaders about advances in management practice, particularly those shaped by technology, that are transforming how people lead and innovate. MIT SMR disseminates new management research and innovative ideas so that thoughtful executives can capitalize on the opportunities generated by rapid organizational, technological and societal change.
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