Marketing
The Pitfalls of Nickname Branding
Research shows that customers are less responsive when companies use brand nicknames in their marketing efforts.
Most Recent Insights from MIT SMR
More Marketing Insights from MIT SMR
AI & Machine Learning
How GenAI Changes Creative Work
Generative AI is already affecting how creative professionals work. Prepare now for more disruption.
Marketing Strategy
Five Essentials for Marketing Performance Measurement Systems
Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.
Digital Marketing
The Surprising ROI of Small Online Influencers
Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.
Culture
Uncover the Ageism Hiding in Your Organization
Identify and address ageism to avoid disconnects with employees and customers and find new business opportunities.
Marketing Strategy
Seven Reasons to Strengthen Your Customer Benefits Focus
Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.
Customers
Six Signs of a Successful Chief Experience Officer
Winning CXOs shape experiences that boost business outcomes by debunking myths about customer desires with real data.
Talent Management
CMO Success, Stage by Stage
Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.
Quality & Service
Know Your Own Strength
MIT Sloan Management Review’s summer 2024 issue highlights ways to better support customers, partners, and employees.
Marketing Strategy
The Long Tail of Social Media Influence
Recent research finds that influencers with fewer followers have higher engagement than those with higher counts.
Customers
Acing Value-Based Sales
Selling value requires more than quantifying benefits. It demands a deep commitment to collaborating with customers.