Marketing | INSEAD Knowledge

Responsibility

INSEAD Explains Sustainability: Corporate Social Responsibility

Amitava Chattopadhyay

This episode explores how corporate social responsibility (CSR) initiatives can be used as pilot projects for larger sustainability schemes.

Marketing

Three Steps Towards Sustainable Impact at Scale

Amitava Chattopadhyay

Focusing on exploration, shared value and customer needs can help drive profits and positive change.

Marketing

INSEAD Explains Sustainability: Nutrition and Health

Pierre Chandon

This episode spotlights the influential role of the food industry, and food marketing in particular, on consumer health and well-being.

Marketing

How #MeToo and Other Social Movements Sway Consumers

C. S. Bellet, D. Dubois, F. Godart

A multinational study reveals that the #MeToo movement shook up gender stereotypes and consumer preferences.

surrealist image of structures against a sky

Strategy

INSEAD Insights: September 2024 Research Picks

Lily Fang

How consumers perceive loyalty programmes, the drawbacks of collective learning, what shapes a start-up’s culture and more findings from recent research.

Strategy

How Digital Technologies Powered the Olympic Games

C. Lin, C. Tung

Digital tools supercharged the creation, distribution and personalisation of content at Paris 2024.

Marketing

How Successful South Korean Brands Create Value Through Immersion

David Dubois

South Korean brands – be it K-pop groups, eyewear or fashion – outpace competitors through transformative customer experiences, from discovery to retail.

Strategy

INSEAD Insights: June 2024 Research Picks

Lily Fang

New findings on factors for successful post-merger integrations, investor behaviour, the benefits of learning from others, how to communicate with investors in tough times and milking brand rivalry.

Strategy

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.

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.