Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.
Andreas B. Eisingerich, Deborah J. MacInnis, and Martin Fleischmann
A new tool for designing an analytics architecture can help marketers improve customer experience outcomes.
Raj Venkatesan and Kimberly A. Whitler
It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.
Dipanjan Chatterjee and Nick Monroe
Which retail customers will return to in-person shopping as the economy reopens — and why?
Jonathan Knowles, Patrick Lynch, Russell Baris, and Richard Ettenson
Small and midtier brands have unique opportunities to provide value in the new consumer environment.
Jonathan Knowles, Richard Ettenson, Patrick Lynch, and Joseph Dollens
Major makeovers should benefit — and be noticed by — those who buy a company’s products and services.
Thomas H. Davenport and Andrew Spanyi
How should organizations approach strategic decision-making?
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Businesses are redefining how they create value, says MIT SMR’s 2018 Strategic Measurement study.
Michael Schrage and David Kiron
Improving customer experience offers more long-term benefits than “earn-and-burn” loyalty programs.