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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.
1 comment

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.

Responsibility

From Super-Sized to Superior Gratification

Pierre Chandon

Why we need to focus on eating as pleasure if we want to start eating healthier.

Responsibility

Thoughtful Consumption for Well-Being and Sustainability

H. Plassmann, S. Rangan, E. Hansmeyer

Understanding consumer behaviour is key to making fashion more sustainable.

Operations

How Large Mergers Can Benefit Smaller Players

Xabier Barriola

Joint ventures between dominant incumbents can create opportunities for smaller firms to enter the market and capture market share.

Marketing

Five Ways to Optimise Your Subscription Model

W. Ulaga, M. Mansard

With more global distributors launching subscription models, retailers and consumer-packaged goods manufacturers must level up their offerings to stand out from the crowd.

Marketing

Cutting Through the Metaverse Hype

P. Zemsky, C. Poole, N. Bokil, C. Smith

The barriers to mainstream metaverse adoption and the key opportunities and challenges it presents.

Marketing

How Slow-Motion Video Ads Make Products More Luxurious

S. Jung, D. Dubois

Slowing down the speed of video ads can boost consumers' desires for the featured product or brand.

Marketing

When Feeling Good Feels Morally Wrong

S. Lin, T. Reich, T. Kreps

After witnessing human suffering, people believe it is more appropriate to prolong negative emotions than repair their mood.

Marketing

Putting a Price on Private Data

G. Tomaino, K. Wertenbroch, D. Walters

People value their private data higher in cash than in digital goods or services.
2 comments

Marketing

Healthy Eating Interventions That Work

P. Chandon, K. L. Haws, P. J. Liu

Mutually beneficial solutions for the food industry, health and the environment.

Career

The Problem With Being Too Easy-going

A. Barasch, K. Woolley, P. J. Liu

Failure to express your preferences in everyday situations can make you seem less likeable and even slightly less human.

Marketing

How to Get More Value from Less Food

Pierre Chandon

Marketing focused on the multisensory properties of food can encourage people to eat less and experience more pleasure.

Responsibility

Americans Underestimate the Impact of Voter Suppression

G. Tomaino, Z. Carmon, A. Mazar, W. Wood

Voting suppression is on the rise, but many Americans fail to anticipate the harm of seemingly minor voting restrictions.
4 comments

Marketing

NFTs as a Force for Good: The Savvy Salamanders

A. Rane, P. Kireyev

How a group of MBA students built a community of crypto pioneers and a unique approach to fundraising. 

Marketing

Online Feedback Requests Are Effective, Even if Ignored

M. Rubin, D. Perez, G. Oestreicher-Singer, L. Zalmanson

Requesting feedback from online users can influence their behaviour, even when the requests go unanswered.

Marketing

A “Human” Understanding of the World Through AI

David Midgley 

Information search could be made less biased and more holistic through the lens of empathy.

Marketing

How to Shoot for the Holy Grail of Social Media Marketing

Abhishek Borah

Quality, consistent and simple messaging is what will bring in sales. The rest is just noise.
2 comments