Marketing
Talent Management Gain Competitive Advantage by Transcending the Front-Line Paradox
Front-line employees are uniquely aware of the early symptoms of coming change. Management should heed their insights.
Carsten Lund Pedersen
Most Recent Insights from MIT SMR
More Marketing Insights from MIT SMR
Platforms & Ecosystems
Learning, Engagement, and Empowerment: 1-800-Flowers’ Amit Shah
Amit Shah, president of 1-800-Flowers, explains why lifelong learners are the best technical talent.
Sam Ransbotham and Shervin Khodabandeh
Customers
Why Pricing Decisions Need More Than Management Intuition
Leaders can make smarter customer strategy decisions in turbulent times through sound economic and strategic thinking.
Daniel Deneffe and Herman Vantrappen
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
Social Media
What the West Can Learn From China’s Live Commerce Success
While livestreamed shopping is booming in China, it has struggled to take off in the West.
Michael Wade and Jialu Shan
Customers
How to Speak to Customers to Build Trust
Linguistic considerations are important when planning customer communications.
Grant Packard et al.
Customers
To Cut Costs, Know Your Customer
In B2B, pandemic-driven cost initiatives should be guided by an intense focus on customer value.
Vikas Mittal et al.
Analytics & Business Intelligence
Actioned Analytics Pave the Way to New Customer Value
Companies can use an array of tactics to make sure that their data products inspire action — and create value.
Barbara H. Wixom and Gabriele Piccoli
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 et al.
Social Media
Inside the Hype Machine
MIT Sloan’s Sinan Aral discusses social media as a marketing tool that can have a positive impact — if used ethically.