“Reshaping demand landscapes: How firms change customer preferences to better fit their products.” A conversation with the author, Natalya Vinokurova.

Every so often, we stumble upon an article that we know is bound for greatness. With a conceptual model rooted in the fitness landscape tradition, insights from marketing and psychology, multiple real-life examples, and empirical findings from a longitudinal case study, Vinokurova’s forthcoming SMJ article has all the ingredients to become a classic of our field. […]