Content sponsored by Tata Consultancy Services
On the Brink of Change: Ushering in a Bold New Era in Travel
Executive Conversation: TCS and Travelport executives discuss a new era for the travel industry.
Marketing Strategy
Latest
Marketing Strategy
Avoiding the ‘Cringe Factor’ in Marketing to Gen Z
To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.
Adrian Montgomery
Analytics & Business Intelligence
Understanding Decision-Driven Analytics
Bart De Langhe and Stefano Puntoni explain how organizations can make better decisions with data.
Bart de Langhe, Stefano Puntoni, and Ally MacDonald
Corporate Social Responsibility
Craft Your Brand Strategy to Ensure Racial Justice
It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.
Dipanjan Chatterjee and Nick Monroe
Marketing Strategy
Advocating With Authenticity — Brands Getting It Right
Latia Curry outlines the steps a brand should take to communicate their values to customers.
Latia Curry and Elizabeth Heichler
Customers
As Stores Reopen, Which Customers Are Most Likely to Return?
Which retail customers will return to in-person shopping as the economy reopens — and why?
Jonathan Knowles, Patrick Lynch, Russell Baris, and Richard Ettenson
Customers
Competing on Customer Outcomes
Three kinds of revenue models make companies increasingly accountable for customer outcomes.
Marco Bertini and Oded Koenigsberg
Marketing Strategy
Is Your Brand Purpose at Risk of Being Obsolete?
Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.
George Carey
Marketing Strategy
The Best of This Week
How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.
The MIT SMR Editors
Marketing Strategy
The Cost of Confidence
Consumer confidence will be the new currency of business; here’s how companies can respond.
Brian Whipple and Mark Curtis
Developing Strategy
The Best of This Week
Pivoting in the pandemic, assessing supplier diversity initiatives, and creating a framework for discussing race.
The MIT SMR Editors
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
Developing Strategy
The Best of This Week
Identifying postcrisis opportunities, marketing to nonbinary genders, and prioritizing during supply chain disruption.
The MIT SMR Editors
Marketing Strategy
Marketing Beyond the Gender Binary
Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.
Dipanjan Chatterjee and Nick Monroe
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
Leadership Skills
The Best of This Week
Experience disrupters, leading up, COVID-19’s economic impact, and building effective teams.
The MIT SMR Editors
Marketing Strategy
Is Your Brand Getting Lost in the Online Shuffle?
Companies using e-commerce sites like Amazon must work to maintain a strong brand identity.
Joseph Dollens, Richard Ettenson, and Patrick Lynch
AI & Machine Learning
Social Listening Is Revolutionizing New Product Development
Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.
Pedro Yip and Vincent Blaclard
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?