Are Godiva chocolates made in Brussels, Belgium, where the company has operated since 1926, more authentic than the same chocolates made in the company’s Reading, Pennsylvania, facility? According to new research from the Yale School of Management, consumers view products manufactured at a company’s original factory to be more authentic and valuable than identical products made elsewhere.
Professor Ravi Dhar runs through how recent research in psychology helps explain how we all make decisions when shopping. When are you impulsive? When do you really think things through? When do you make the good long-term choice? And when do you go for the junk food?
From laundry detergent to automobiles, more and more businesses are presenting their products — and themselves — as green. How effective is green marketing? Will it have a meaningful impact on the planet?
In 2005, Lenovo, China’s largest PC maker, acquired IBM’s worldwide PC business. The company inherited nearly $10 billion in annual sales, but faced the challenge of introducing itself to millions of consumers.