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INSEAD Insights: May 2024 Research Picks

Lily Fang

Recent findings on AI and decision-making, social movements’ impact, the consequences of volatile fiscal policies, and what’s behind anaemic productivity growth in the US and Europe.

Marketing

Reframing the Competition

H. Yang, A. Chattopadhyay

Strategies to tweak competitive scenarios and boost performance.

Responsibility

Green Views for Healthier Diets

P. Chandon, M. Langlois

How natural settings inspire people to make healthier eating choices.

Marketing

Etiquette as a Luxury Brand-Building Tool

D. Dubois, E. Cousteau

How the luxury and prestige industries create immersive experiences to attract and deeply connect with their clients.

Marketing

Mine Your Language

Abhishek Borah

How text mining can unearth novel, absorbing and valuable findings.

Marketing

To Counter Misinformation, Strengthen Human Connection

David Dubois

How boosting social bonds can reduce belief in conspiracy theories and the spreading of dangerous lies.

Marketing

The Three Next-Generation Marketing Skills You Need

W. Ulaga, C. Senn

Companies must secure “killer marketing and sales skills” in a dynamic landscape where commercial competencies rapidly become obsolete.

Marketing

Ten Ways AI Is Transforming Marketing

H. Mann, J. Niessing

Firms will soon be able to decode the unsaid when interacting with consumers – in fact, some already do.

Marketing

How Negative Reviews Affect Online Consumers

P. Albuquerque, M. Varga

Negative reviews influence consumer decisions depending on the type of product, as well as the nature and placement of these reviews.

Marketing

The Positive Effect of Multiple Narrating Voices

Amitava Chattopadhyay

Using two or more narrators in ads can increase consumer attention and boost persuasion.

Strategy

How to Destigmatise Repulsive Products

S. Harrison, S. Nurmohamed

Entrepreneurs can leverage “dirty creativity” to pitch unusual products that consumers may find objectionable.

Marketing

INSEAD Insights: September 2023 Research Picks

Lily Fang

Recent findings on online marketplace dynamics, new market creation, trust in AI, diversity in corporate boards and consumer choices.

Marketing

How Tech Transforms Luxury Brands’ Value Proposition

David Dubois

Luxury brands are increasingly leveraging technology to reduce uncertainty and enrich experience throughout the customer journey.

Marketing

How Luxury Consumers Can Seem More Authentic

S. Jung, A. J. Yap, C. Chen

Consumers can mitigate the negative social consequences of wearing luxury items by publicly revealing their passion for the products or brands.
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Marketing

Customer Engagement in a Circular Economy

W. Ulaga, C. Senn

Embracing circular business models unlocks opportunities for companies to engage with customers, optimise resource utilisation and ensure a sustainable future.