Luxury brands must secure a place in the hearts and minds of their customers, their partners and the public.
Andy J. Yap
Andy Yap is an Assistant Professor of Organisational Behaviour at INSEAD. Professor Yap holds a PhD in Management from Columbia Business School, and a BSSc with Honours in Psychology from the National University of Singapore. Before joining INSEAD, Professor Yap taught at the Sloan School of Management, Massachusetts Institute of Technology.
Professor Yap studies Power, Status and Hierarchy in organizations. Specifically, his research focuses on three overarching areas: (1) Signals of status and its consequences, (2) The impact of hierarchy on person perception, and (3) How dimensions of social hierarchy affect positive organisational outcomes (e.g. prosocial behaviour, subjective well-being, stress, and career decisions). Professor Yap’s work has important implications for how organisations can be structured to promote a workforce that is productive, motivated, and socially responsible.
Professor Yap’s research has been published in leading academic journals including Psychological Science, Proceedings of the National Academy of Sciences, Journal of Applied Psychology, Journal of Experimental Social Psychology, and Personality and Social Psychology Bulletin; and in practitioner journals such as Harvard Business Review. His work has also been featured across a range of international media outlets such as TIME, The New York Times, The Wall Street Journal, CNN, BBC, The Atlantic, Financial Times, NHK (Japan Broadcasting Corp.) and the US National Public Radio. Professor Yap has been recognized with honours such as the American Psychological Association Early Graduate Student Researcher Award, and the Donald C. Hambrick Award from Columbia Business School.
Before you make a political move, draw a POWER map.
Framing a product as functional can appeal to those who feel a loss of control.