Customer behaviour | INSEAD Knowledge

Marketing

When Brain Scans Beat Surveys (and When They Don’t)

H. Plassmann, P. Albuquerque

Brain imaging and consumer surveys predict different stages of the purchase journey – a distinction that can make or break a product launch.

two miniature figures of men hanging out together

Marketing

How Stigma Affects Male Friendships

S. Xue, S. Lin

Why some men may not want to watch a romantic film or share food with other men – and why it matters.

Marketing

How GenAI Is Driving Personalised Marketing in the UAE

D. Starobogatov, W. Ulaga

The technology is helping marketers go beyond traditional segmentation strategies to deliver truly individualised experiences across a dynamic population.

Marketing

How Do We Excuse Our Bad Behaviour?

Stephanie Lin

A look at the strategies consumers use to justify actions that conflict with their values.

Leadership & Organisations

Our Best of 2025

INSEAD Knowledge

Impactful insights from INSEAD faculty on generative AI, the economics of sustainability and what it means to lead.

Abstract flying dragons on a dark blue background

Strategy

How to Orchestrate Your Own Business Ecosystem

F. Burelli, A. Shipilov

How Klarna and other digital platforms transformed from sidekicks into the stars of large ecosystems.

Marketing

How Brands Can Win Big With Inclusion Strategy

D. Dubois, K. Ogodazi

Identity is an increasingly central driver of consumer purchases, even as diversity suffers backlash in some parts of the world. Here’s how brands can get it right.

Marketing

Beyond Humans: AI-Driven Marketing in the UAE

D. Starobogatov, W. Ulaga

What the future of marketing could look like in an AI-native ecosystem.

one black sheep surrounded by all white sheep

Strategy

How the Misfit Bias Can Hurt You

M. Bikard, B. Stroube, K. Vakili

Poor combinations can negatively bias how individual parts are viewed – be it a song on an album, a picture in a gallery or a member of a team.

Entrepreneurship

INSEAD Insights: March 2025 Research Picks

Lily Fang

Findings on customer experience management, human-AI ensembles, identity conflicts, global financial markets and acquisitions.

Strategy

The Hidden Game: Uncovering The Business of Sports

L. F. Monteiro, I. Rodríguez Valero

The trends that characterise the world of sports – and how business can get in on the game.

luxury high-end jewellery against a dark green cloth

Marketing

Is India the Next Global Luxury Hub?

D. Dubois, N. Kohli, E. Agarwal, S. Lulla, S. Pretczynska, M. Bhat

India looks set to be the luxury market’s next growth driver. Here’s how brands can make their mark.

Strategy

How Can Chinese EV Brands Grow Globally?

C. Lin, L. Shen

Learning from lessons on successful international expansions of the past.

surrealist image of structures against a sky

Strategy

INSEAD Insights: September 2024 Research Picks

Lily Fang

How consumers perceive loyalty programmes, the drawbacks of collective learning, what shapes a start-up’s culture and more findings from recent research.

Strategy

How Digital Technologies Powered the Olympic Games

C. Lin, C. Tung

Digital tools supercharged the creation, distribution and personalisation of content at Paris 2024.

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