Customer behaviour | INSEAD Knowledge

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

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.

Marketing

How Successful South Korean Brands Create Value Through Immersion

David Dubois

South Korean brands – be it K-pop groups, eyewear or fashion – outpace competitors through transformative customer experiences, from discovery to retail.