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Fixing Chatbots Requires Psychology, Not Technology
Customer service Digital ArticleSix strategies for getting people to love—and buy from—your AI chatbot. -
Winning the Right Customers Isn’t Just a Sales Issue
Sales Digital ArticleA successful go-to-market strategy requires good communication from the C-suite. -
Balancing Digital Safety and Innovation
Product development Magazine ArticleHow user-centric product design can enable both. -
Research: How to Advertise to Distracted Consumers
Advertising Digital ArticleIn a world full of distractions, your best strategy may be to embrace them. -
Research: What Consumers Find Persuasive in Online Reviews
Sales and marketing Digital ArticleAn analysis of over 110,000 online reviews shows that persuasiveness depends on how frequently the item in question is likely to be purchased. -
Research: How Top Reviewers Skew Online Ratings
Consumer behavior Digital ArticleFrequent reviewers have more stringent standards, which can lower scores for high-quality products. Here’s how to fix that. -
How to Create Products That Grow with Their Users
Design thinking Digital ArticleThe future belongs to the products that adapt to new contexts and create sustainable value over time. -
Research: How “Buy Now, Pay Later” Is Changing Consumer Spending
Marketing Digital ArticleA study of 275,000 customers found that the option to pay in installments increased revenue — but was used most by financially constrained shoppers. -
Personalization Done Right
AI and machine learning Magazine ArticleThe five dimensions to consider—and how AI can help -
Design Products That Won’t Become Obsolete
Design thinking Magazine ArticleConsumers change and grow. Your offerings should, too. -
What Luxury Fashion Can Learn from the Wholesale Flower Market
Pricing strategy Digital ArticleRetailers can use discounting to generate sales without damaging a brand’s reputation. -
Why Loyalty Programs Fail
Customer strategy Digital ArticleAnd how to fix them. -
Research: Highlighting Minority-Owned Businesses Can Boost Sales
Marginalized groups Digital ArticleA team of academics studied what happened when Yelp and Wayfair labeled products made by Black- and Latinx-owned businesses. -
Inside the Success of South Korean Brands
Brand management Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
How Your Business Should Tap into the Creator Economy
Social marketing Digital ArticleInfluencer marketing is upending established customer-facing businesses. -
Should Your Brand Hire a Virtual Influencer?
Marketing SpotlightRelying on AI-generated personalities can be a low-risk, high-engagement strategy. -
How Inclusive Brands Fuel Growth
Marketing Magazine ArticleThey unlock new sources of value by meeting the needs of underrecognized customers. -
What Makes a Successful Celebrity Brand?
Marketing SpotlightStars are using their influencer status to launch their own products and capture more profits for themselves. -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... -
Research: Why People Really Buy Upcycled Products
Environmental sustainability Digital ArticleCreativity is more of a selling point than sustainability.
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AI First: The Playbook for a Future-Proof Business and Brand
Management Book32.00View Details AI is going to change brand strategy and marketing forever. Are you ready? What does the rapid rise and astonishing rate of improvement of AI mean for... -
Like: The Button That Changed the World
Management Book32.00View Details A riveting, insider's look at the creation and evolution of the like button and what it reveals about innovation, business, and culture--and its profound... -
Uniting Worlds: Microsoft's Acquisition of Activision
Management Case Study11.95View Details Set in 2023, this case explores the merger between Microsoft Corporation (Microsoft) and Activision Blizzard, Inc. (Activision), two of the largest companies... -
Behind the Box Office: Decoding Movie Magic
Management Case Study11.95View Details This case places students in the shoes of a movie industry executive at Universal City Studios LLC navigating uncertainties around future movie creation.... -
Uber Clean: Creating an Uber for Laundry
Management Case Study11.95View Details In late 2021, Uber was considering a growth opportunity by entering the laundry and dry-cleaning market through a service named Uber Clean, designed to... -
Understanding Consumer Responses to Brand Activism
Management Case Study8.95View Details This technical note examines how consumers respond to brand activism, the growing phenomenon where brands take public stances on controversial sociopolitical... -
The Row: Can Quiet Luxury Grow without Becoming Loud?
Management Case Study11.95View Details Fashion brand The Row embodies "quiet" luxury, a concept that prizes high-quality, timeless pieces over conspicuous logos and up-to-the-minute designs.... -
Xiaohongshu: E-Commerce Challenges and Strategies
Management Case Study11.95View Details Founded in 2013, Xiaohongshu had evolved from an online shopping guide into a major app. By August 2023, the platform had introduced the "buyer era,"... -
BigBasket and Quick Commerce: The Basket is big, but can it get Quicker?
Management Case Study11.95View Details BigBasket, an online grocery platform launched in 2011, established itself as a leader in India's fast-growing e-commerce market, capturing a 37% share... -
Ēvolvō: The Marketing Mix to Scale a Fitness Business
Management Case Study11.95View Details In early 2020, Daniela Suarez, a dynamic fitness entrepreneur, opened a successful studio in downtown Montreal, earning a loyal clientele with her energy... -
Personalized: Customer Strategy in the Age of AI
Management Book32.00View Details In a world where consumers expect more--instantly and seamlessly--personalization is a strategic imperative. Consumers want personalized experiences,... -
LI-NING: The "Chasing Dreams" Airport Show Controversy
Management Case Study11.95View Details LI-NING, founded by China's prince of gymnastic's Li Ning in 1990, is a professional sports brand. On September 20, 2022, LI-NING held its Chasing Dream's... -
Viacom18: Creating a Sustainable Streaming (OTT) Business in India
Management Case Study11.95View Details Viacom18, a Reliance Industries Ltd. company, acquired the streaming rights for the popular Indian Premier League (IPL) cricket tournament for 2023-2027... -
Dynamic Pricing at Wendy's: Where's the Beef?
Sales & Marketing Case Study11.95View Details In early 2024, Wendy's new CEO announced on an earnings call that the company would install digital menus in its US locations so it could begin testing... -
Dylan Mulvaney and Bud Light
Management Case Study11.95View Details On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from... -
At a Crossroads: Strategic Choices at Sustainable Supermarket GreenPrice
Management Case Study11.95View Details At the height of the COVID-19 crisis, Terence Hon, cofounder of Hong Kong's first sustainable supermarket, GreenPrice, had the option of selling pandemic... -
Nykaa: Time to Redefine Customer Experience
Management Case Study11.95View Details Nykaa E-Retail Limited (Nykaa) has come a long way since its founding in 2012 by Falguni Nayar in Mumbai, India, establishing itself as a prominent participant... -
Golden Light: Finding the Sweet Spot in the Premium Sweet Spreads Sector
Management Case Study11.95View Details Sheng Sheng F&B Industries Pte Ltd (SSFB) was set up in 1985 as a wholesaler. Based in Singapore, it produced and distributed food and beverage products.... -
Expanding The Bicester Collection to New York
Management Case Study11.95View Details Secretariat, if anyone remembers, won the triple crown at the Belmont Race Track on Long Island, located at the nexus of La Guardia, JFK Airports, the... -
Doing Business in Sao Paulo, Brazil
Management Case Study11.95View Details The case gives readers an overview of key factors of doing business in Brazil, including Brazil's economic transformation since its colonial years until...
