Developing Strategy
Why Brand Trumps Reputation
The latest revival of Nike’s “Just Do It” campaign shows the power of prioritizing customer demand over social approval.
Latest
Organizational Transformation
How Social Media Influences Communication on College Campuses
One university president doesn’t feel colleges adequately prepare students to join the workforce in today’s digital era but cites one way his institution is helping its student body.
Santa Ono (University of British Columbia), interviewed by Gerald C. Kane
Digital Marketing
The Right Way to Market to Millennials
To reach millennials, companies are turning to social media micro-influencers as brand ambassadors.
Jay I. Sinha and Thomas T. Fung
Digital Marketing
When Employees Don’t ‘Like’ Their Employers on Social Media
For companies, the social media behavior of employees represents both an opportunity and a risk.
Marie-Cécile Cervellon and Pamela Lirio
Social Media
Can Social Media Cultivate Long-Term Loyalty?
If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.
Danielle Dalton, Bridget Akinc, and Gerald C. Kane
Innovation Strategy
People Management by Algorithm
What’s happening this week at the intersection of management and technology.
Theodore Kinni
Social Media
It Started with a Hashtag: Revitalizing BC Football with Social Media
Boston College’s football recruiting efforts were turned around with a social media campaign.
Gerald C. Kane and Sean M. Flaherty
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