Social Media
Can We Amplify the Good and Contain the Bad of Social Media?
To make social platforms a more positive force, we must understand the phenomena that drive them.
Digital Marketing
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Marketing Strategy
Why Some Retailers Are Thriving Amid Disruption
In a global pandemic, a quick pivot to a digital business model may help retailers survive.
Mark J. Greeven, Howard Yu, and Jialu Shan
Executing Strategy
Don’t Let Your Strategy Be Hijacked
Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.
Carsten Lund Pedersen and Thomas Ritter
Marketing Strategy
Growth Opportunities for Brands During the COVID-19 Crisis
Small and midtier brands have unique opportunities to provide value in the new consumer environment.
Jonathan Knowles, Richard Ettenson, Patrick Lynch, and Joseph Dollens
Digital Marketing
Dating Disruption — How Tinder Gamified an Industry
Tinder’s entrance into the dating app industry was a literal game changer.
Niloofar Abolfathi and Simone Santamaria
Digital Marketing
Is Deep Learning a Game Changer for Marketing Analytics?
Companies already use data to make marketing decisions. Will deep learning enable a leap forward?
Glen Urban, Artem Timoshenko, Paramveer Dhillon, and John R. Hauser
Analytics & Business Intelligence
An Executive Guide to the Fall 2019 Issue
MIT Sloan Management Review‘s Fall 2019 issue looks at customer experience, collaboration, and cybercrime.
MIT Sloan Management Review
Digital Marketing
Where Influencer Marketing Goes Wrong (and How to Fix It)
Influencer marketing offers a big return when done right. But many companies are doing it wrong.
Steve Oriola
Digital Marketing
Five Guidelines for Digital Retailing
Consumer behavior holds the key to online retail success.
Prabuddha De, Yu Jeffrey Hu, Mohammad S. Rahman, and Frieda Klotz
Digital Marketing
10 Principles of Modern Marketing
Lessons from technology marketing industry leaders in the digital era
Ann Lewnes and Kevin Lane Keller
Digital Marketing
How Frictionless Should Things Be?
A look at the downside of user-friendly platforms, the dark web, and more.
Bruce Posner
Digital Marketing
Don’t Let Marketing Personalization Kill Your Brand
Brands must focus on what their customers have in common — not what makes them different.
Leslie Zane
Digital Marketing
Trapped in the Data-Sharing Dilemma
Are the benefits of data sharing with platforms worth the long-term price?
Jan Krämer, Daniel Schnurr, and Michael Wohlfarth
Digital Marketing
Deriving Value From Conversations About Your Brand
Online and off-line customer conversations about your brand require separate marketing strategies.
Brad Fay, Ed Keller, Rick Larkin, and Koen Pauwels
Digital Marketing
Twitter Is Not the Echo Chamber We Think It Is
Research has exploded the myth that Twitter is an “echo chamber” — with implications for marketing.
Jesse Shore, Jiye Baek, and Chrysanthos Dellarocas
Analytics & Business Intelligence
Measure Your KPI Alignment
Are you on the path toward strong KPI alignment? Take this self-assessment to uncover challenges and opportunities based on your score.
Digital Marketing
Your Customers May Be the Weakest Link in Your Data Privacy Defenses
Apps that encourage users to share contact information expose companies to a huge security liability.
Bernadette Kamleitner, Vincent W. Mitchell, Andrew Stephen, and Ardi Kolah
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
Pass the Word: Peer Influence Has Big Impact on Online Market Dynamics
A study of cryptocurrency markets dissects the role of peer influence in online purchasing decisions.
Alex “Sandy” Pentland
Analytics & Business Intelligence
From Winning Games to Winning Customers: How Data Is Changing the Business Side of Sports
Sports analytics leaders are now using data to understand fans as well as they know their players.
Elizabeth Heichler
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