Marketing | INSEAD Knowledge

Economics & Finance

INSEAD Insights: December 2025 Research Picks

Lily Fang

The latest research findings on regulatory missteps, muted innovation, labour market incentives and sharper marketing strategies.

Marketing

The Power of Strategic Rivalry

A. Borah, J. Berendt, S. Uhrich, G. Kilduff

Done right, referencing your arch-rival in marketing campaigns can drive engagement and sales.

abstract image of a hand holding sushi with chopsticks

Entrepreneurship

The Authenticity Paradox for Minority Founders

K. Snellman, D. Pollene, T. Eng, A. Zhou

Staying true to your roots can help your brand stand out – but is that always a good thing?

Marketing

Small Change, Big Rewards

W. Ulaga, M. Mansard

A simple tweak in tiered pricing can raise revenue at no extra cost.

Strategy

Flowers, Bees and the Secret to Platform Growth

P. Albuquerque, L. Stourm

A fresh take on the sharing economy’s challenge of attracting both users and providers.

Marketing

SPREAD: A Smarter Way to Go Viral

David Dubois

A new framework to make your content buzz for all the right reasons.

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.

Marketing

How to Market to LLMs (and Sell to Humans)

D. Dubois, J. Dawson, A. Jaiswal

As large language models increasingly intermediate consumer-brand interactions, here’s what marketers need to do.

Marketing

Six Steps to Create Customer Value With AI

J. Niessing, B. Lickfett

How leading companies are integrating generative AI to serve customers better.

Aerial view on crowd of people in motion connected with line symbolizing communication in modern world.

Marketing

Seven Steps to AI-Powered Community Marketing

A. Borah, H. Kulkani

Algorithms spark connections; humans kindle the flame.

Marketing

How Nature Nudges Us to Eat Better

Pierre Chandon

What really shapes our food choices, and why brands keep getting it wrong.

Marketing

How AI Agents Are Rewriting Retail Power

N. Furr, A. Shipilov, J. Gaarlandt, W. Korver

As AI agents shape buying decisions, both brands and retailers must master AI agent optimisation to retain influence.

Marketing

In Support of Serendipity

Klaus Wertenbroch

AI algorithms are powerful tools, but we shouldn’t ignore the value of chance encounters.

Marketing

GenAI: Prompting a Better Marketing Strategy

D. Dubois, J. Niessing

Amid the rise of generative and agentic AI, executives must master prompt-crafting to optimise their marketing and sales strategies.

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