Marketing
Sharing Your Data Comes at a Cost—and Not Just to You
A new study co-authored by Yale SOM’s Jidong Zhou models the interaction between individual privacy choices and firms’ strategic responses and finds that data sharing can impose costs on other consumers—including those who opt out.
We’re Not Sure What Authenticity Is, But We Know We Like It
Foodies, employees, and art lovers all prize authenticity—but each means something a little different when they say that something or someone is authentic.
Study Finally Reveals How Many Cooks It Takes to Spoil the Broth
New research co-authored by Yale SOM’s Taly Reich looks at how we perceive collaborations of different sizes, and what those perceptions mean for how companies describe the creation of their products.
How Do You Grow A Blue-Chip Brand?
Even iconic brands have to be willing to change. Kellogg’s chief growth officer, Clive Sirkin, explains how the company adapts to shifting technology, markets, and consumer expectations.
Does Data Mean Insight?
Stephan Gans, chief insights and analytics officer for PepsiCo, makes the case for data and judgment.
How A Sequence of Decisions Affects Later Shopping Choices
When you’re picking out a jacket or a sofa, does it matter in what order you decide on its color, style, and material? New research suggests that the sequence may change how you categorize the object and how you decide to replace it.
Why Consumers Prefer Products Made by Mistake
New research by Professor Taly Reich and her collaborators suggests that revealing mistakes in designing or manufacturing a product can enhance consumer preference.
Should Online Advertisers Pay for Clicks or Sales?
A new paper provides insights into how both advertisers and publishers should think about which model to choose.
Can a Social Message Sell Sneakers?
The 100-year-old sneaker company Keds has adopted women’s empowerment as its theme as it pursues a more nimble mobile-first marketing strategy.
What’s the New Look for the Fashion Industry?
Former CEO William McComb on how he downsized the fashion conglomerate Liz Claiborne, and what his strategy may foretell for the fashion industry.
What’s at Stake on Social Media?
Sprinklr CEO Ragy Thomas discusses how social media is reshaping companies.
