Marketing | INSEAD Knowledge

two miniature figures of men hanging out together

Marketing

How Stigma Affects Male Friendships

INSEAD Knowledge

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

What Happens When You Actually Listen to Customers

Rupali Kaul

No surprise that your business tends to improve. What’s surprising is that customers you don’t survey are also likely to be impressed.

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.

Nutri-Score A indicated on a food package close-up

Marketing

When Nutrition Labels Work – and When They Don't

P. Chandon, A. Indaburu

At-a-glance nutrition labels on restaurant menus can promote healthier choices among middle-class consumers. But what about the rest?

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.

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.

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