A local ice cream shop has decided to offer a featured flavor of the week. But instead of just choosing Rocky Road or Black Raspberry, management has elected to spin a wheel with all its flavors on it, and leave the choice to chance. Sounds like fun, right? Alexander Fulmer thinks so. Fulmer, assistant professor of marketing at the Cornell Peter and Stephanie Nolan School of Hotel Administration, in the Cornell SC Johnson College of Business, says the practice could heighten promotional punch without increasing promotional budget. Fulmer is first Read More