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Why Companies Don’t Compete in the Middle Market
Marketing Digital ArticleLessons from the Indian e-commerce company Dunzo on the risks of catering to all customers without a sustainable operating model. -
Preparing Your Brand for Agentic AI
Technology and analytics Magazine ArticleLLMs and agents are reshaping how consumers research and buy. Most companies aren’t ready. -
AI Is Upending Marketing on Two Fronts
Sales and marketing Digital ArticleIt’s transforming how consumers both find and buy products. Companies need to catch up. -
Research Roundup: Salary Disparities, Managers Who Squash Ideas, Exclamation Points, and More
Social media Digital ArticleFresh insights from academic research, consultancies, and other expert sources. -
Do You Know What Your Customers’ Aspirations Are?
Customer strategy Digital ArticleTo serve your customers, you need to understand where they’re trying to go. -
How to Get Your Customers to Trust AI
Customer experience Digital ArticleTransparency means showing what matters—clearly, consistently, and with purpose. -
5 Psychology-Backed Principles for More Effective Personalization
Consumer behavior Digital ArticleManaged sensitively and securely, “confessional commerce” can create a deeper, more valuable experience for users. -
New Research on Copycat Products, Your Pitch-Day Dress Code, When Hand Gestures Help Persuasion, and More
Generative AI Digital ArticleAnd what these findings could mean for you and your business. -
Case Study: When High-Tech Beauty Marketing Harms Teen Health
Business ethics Magazine ArticleA cosmetics company wonders whether to pull back on a branded augmented reality tool. -
Customers Expect Empathy. Here’s How to Deliver It.
Psychology Digital ArticleWhen people feel they’re treated empathically by a brand, they’re more likely to remain loyal and recommend it to others. -
The AI Tools That Are Transforming Market Research
Marketing Digital ArticleEight ways to experiment with “synthetic personas” and “digital twins.” -
Research: When Are Customers Willing to Try a New Technology?
Innovation Digital ArticleMarketers need to meet people during unexpected pockets of free time. -
The 3 Types of Customers Who Buy Smart Products—and How to Market to Them
Customer experience Digital ArticleSelling to comfort-seekers, purpose-seekers, and efficiency-seekers. -
What Consumers Really Want Brands to Do About Social Issues
Social marketing Digital ArticleNew research finds that when brands link social action to their core business, they earn higher trust, broader appeal, and long-term loyalty from customers. -
Which Weak Signals Should You Pay Attention To?
Consumer behavior Agenda NewsletterFive of the CEOs on HBR Executive’s Advisory Council share which metrics they follow to stay ahead of the competition. -
Your Company Needs a Gaming Strategy
Customer strategy Digital ArticleVideo games have transformed consumer engagement. Here’s how you can use them to connect with your audience. -
Research Roundup: CEO Start Dates, Online Reviews, AI’s Impact on Morale, and More
Boards Digital ArticleUseful and surprising findings from across academia, consultancies, and other vetted sources. -
It’s Time to Try Bundled Pricing
Sales and marketing Magazine ArticlePackaging products together can appeal to inflation-weary consumers. And you don’t need to discount as much as you may think. -
A Good Rivalry Can Elevate Your Brand
Brand management Digital ArticleNew research shows when to mention a direct competitor in your marketing—and when to avoid it. -
Research Roundup: Humility at the Top, Motivating Your Staff, Retailer-Brand Relationships, and More
Motivating people Digital ArticleUseful and surprising findings from across academia, consultancies, and other vetted sources.
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Clean Winners: Sustainability Strategy That Puts Customers First
Climate change Book35.00View Details Despite massive investments, sustainable business still isn't very profitable for most companies. Here's a fresh approach for resetting sustainability... -
The Transformation Economy: Guiding Customers to Achieve Their Aspirations
Change management Book32.00View Details From the author who defined the Experience Economy comes the next big shift: the Transformation Economy. A fundamental economic shift is emerging. Goods,... -
The Story Behind the Bottle: Stateside Vodka's Expansion Dilemma
Consumer behavior Case Study11.95View Details The case examines a Philadelphia-based craft vodka brand, Stateside Vodka (Stateside), that prides itself on quality ingredients and a strong local identity.... -
Keroche (G): A Test of Resilience
Business history Case Study5.00View Details This case reviews Keroche Breweries from 2019-2025, a period defined by tax disputes with the Kenya Revenue Authority, a legal case with EABL, the operational... -
Press Play: Why Every Company Needs a Gaming Strategy
Brand management Book32.00View Details An eye-opening look at the rapidly rising growth of gaming and the companies--including Peloton, Burberry, the New York Times, BMW, and Chipotle--that... -
Nestlé Purina PetCare: Transforming Pet Food with Sustainable Protein Solutions
Climate change Case Study11.95View Details Since the COVID-19 pandemic, pet adoptions have surged, with a 14% increase in the overall pet market in 2021. In 2024, owners spent $151.9 billion on... -
Dooney & Bourke: Continuing to Tap into the Lucrative Chinese Luxury-Goods Market
Consumer behavior Case Study11.95View Details Dooney & Bourke, a premium leather-goods provider based in Connecticut for nearly 50 years, was a key player in the premium handbag and accessories market.... -
Can Public-Private Partnerships Keep Indian Railways on Track?
Consumer behavior Case Study11.95View Details Piyush Goyal, the central railway minister responsible for Indian Railways (IR), was leading its efforts to establish public-private partnerships (PPPs)... -
Designed for Purpose: "Never a Failure. Always a Lesson"
Consumer behavior Case Study11.95View Details In 2017, Rihanna launched Fenty Beauty under LVMH, disrupting the cosmetics industry with an inclusive "Beauty for All" strategy that emphasized accessibility... -
AI First: The Playbook for a Future-Proof Business and Brand
32.00View 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... -
Reviving Danone in the Plant-Based Milk Sector: Strategic Alternatives for Pea Milk
Climate change Case Study11.95View Details A recently promoted senior director of commercial strategy for the global food and beverage company Danone now has the task of reviving the company's... -
Full-Funnel Advertising on TikTok: An Experiment
Analytics and data science Case Study5.00View Details TikTok's Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising.... -
Stanley: More Than a Water Bottle?
Consumer behavior Case Study11.95View Details Throughout the 2020s, the vacuum-insulated Stanley Quencher water bottle was a full-fledged cultural phenomenon and status symbol, especially among moms... -
Johnnie Walker: Tapping into a New Market in South Africa
Consumer behavior Case Study11.95View Details Kyle Lesch, head of whisky and reserve at Diageo, pondered how to successfully revitalize and transform the Johnnie Walker (JW) brand and regain market... -
Capel: At a Crossroads
Consumer behavior Case Study11.95View Details Cooperativa Agrícola Pisquera Elqui Limitada (Capel) produced Pisco Capel, Chile's leading pisco brand, but sales of the product were declining. By 2022,... -
Like: The Button That Changed the World
32.00View 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... -
SummerGate Winery: Snapping Back
Consumer behavior Case Study11.95View Details In April 2024, SummerGate Winery founder, owner, and winemaker Gillian Stohler faced a challenge when her vineyard, located in Summerland, British Columbia... -
Unigreen Eats: Sparking a Sustainable Food Revolution on Campus
Consumer behavior Case Study11.95View Details UniGreen Eats is a student-led society dedicated to promoting sustainable diets at The Hong Kong University of Science and Technology, a public university... -
Uniting Worlds: Microsoft's Acquisition of Activision
Consumer behavior 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
Consumer behavior 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....
