Marketing | INSEAD Knowledge

Marketing

Can Brands Desired by Humans Appeal to AI Too?

D. Dubois, A. R. Hess, J. Dawson, A. Jaiswal

Luxury, prestige and aspirational brands have spent decades honing the art of saying less, but LLMs can't read much of it. What should brand leaders do?

Leadership & Organisations

How Social Media Impacts Culture Change

Lily Fang

New research by INSEAD faculty on organisational culture, algorithmic pricing, sustainable futures and more.

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.

Window of the souvenir shop in the courtyard of Windsor Castle

Marketing

How Much Is That Display in the Window?

Abhishek Borah

It literally depends on which direction you're going.

Marketing

The Playbook for RIMOWA’s Transformation

F. Godart, H. Bonnet-Masimbert

How a humble German household name created its own market and became a symbol of contemporary luxury.

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.