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Bruce Cooil

Why some rules are meant to be broken

May. 9, 2019—When businesses fail to comply with the rules, sometimes the rules themselves are partly to blame.

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Bright and Bold: Spurring innovation through business and research

May. 16, 2012—Faculty and alumni from the Owen Graduate School of Management combine creativity and research to break down barriers in the business world.

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Why customer loyalty doesn’t always pay

Oct. 17, 2011—New research by Vanderbilt Owen Graduate School of Management professor Bruce Cooil and his coauthors finds that for all the attention companies pay to achieving high satisfaction levels among their customers, what matters most is how well a company ranks in comparison to rivals. No matter how much a customer likes a company or product, if they don’t like it more than the competition, they don’t always put their money where their mouth is.

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