Marketing
Developing Strategy Three Ways to Sell Value in B2B Markets
Value-based selling can boost competitiveness but works best when vendors take one of three approaches.
Joona Keränen, Harri Terho, and Antti Saurama
Most Recent Insights from MIT SMR
Talent Management
Gain Competitive Advantage by Transcending the Front-Line Paradox
Carsten Lund Pedersen
More Marketing Insights from MIT SMR
Talent Management
Why Short CMO Tenure Is Not Always a Problem
Negative factors like leadership failure and dissatisfaction aren’t the only reasons for CMO turnover.
Kimberly A. Whitler
Diversity & Inclusion
Make Pride a Commitment, Not Just a Campaign
To meaningfully support Pride, companies need to focus on employees, customers, and the community.
Dipanjan Chatterjee
Digital Marketing
DIY With AI: The Home Depot’s Huiming Qu
Home Depot’s Huiming Qu discusses how the home improvement retailer leverages AI to improve the customer experience.
Sam Ransbotham and Shervin Khodabandeh
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 et al.
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.