Focus on the flow of enthusiasm: Superpromoter research for Philips in India

This paper discusses work conducted by Blauw Research for Philips in India on customer advocacy, specifically customer enthusiasm, recommendation behaviour and influence.

Focus on the flow of enthusiasm: Superpromoter research for Philips in India

Arne van de Wijdeven and Rijn VogelaarPhilips International and Blauw Research, Netherlands

Introduction of the superpromoter

In 2008 Blauw Research conducted a study on customer...