Barbie is a genuine phenomenon, reaching $1 billion in worldwide box office in only three weeks on the strength of legions of pink-clad moviegoers. We asked Yale SOM’s Zoe Chance, a former Mattel brand manager, about the movie’s marketing and message.
Retailers are increasingly offering products at rental rates that are comparable to traditional purchase prices. The question is whether consumers make decisions differently when they’re looking to rent rather than buy.
Every global company wants to be in China. But for any company, accessing the Chinese market comes with unique questions and challenges. Chris Cabot ’97, the president of Value Retail China, talked with Yale Insights about how he expanded his company’s luxury outlet shopping villages into China. The first step to doing business in China, he says, is to assume you know nothing.
Will the rising tide of mobile ad spending lift all media-company boats? Or will only the shrewd and the quick be able to capitalize on the trend toward more media consumption on mobile? Facebook’s Carolyn Everson describes how the company has made itself mobile-first.
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.
The global luxury goods market recovered quickly from the financial crisis due in large part to growth in emerging markets, especially China. Chanel CEO Maureen Chiquet YC ’85 discusses how she shepherds the quintessentially French company in a fast-moving global market that may be transcending national identity.
Research by Professor Nathan Novemsky and Yale SOM doctoral student Ernest Baskin helps to explain why we give bad gifts.
The degree of physical contact that a celebrity has with a piece of memorabilia affects how much collectors are willing to pay for it at auction, according to a study co-authored by Professor George Newman.
Top marketing executives discuss big data and how today’s companies are using all of the information they’re collecting about customers.
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?
Increasingly, a bank is a virtual entity rather than the imposing edifice downtown. Amy Brady, the chief information officer of Cleveland-based Key Bank, talks about the impact of technology on banking.