Marketing
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
Most Recent Insights from MIT SMR
Analytics & Business Intelligence
Actioned Analytics Pave the Way to New Customer Value
Barbara H. Wixom and Gabriele Piccoli
More Marketing Insights from MIT SMR
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.
Paul Michelman
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.
Sinan Aral, interviewed by Paul Michelman
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
Customers
Speaking to Customers in Uncertain Times
When we can’t talk face to face, businesses must figure out how to cultivate consumer trust.
Grant Packard et al.
Innovation Strategy
Overcoming the Innovator’s Paradox
Innovators need to develop their innovation capital so they can turn their ideas into reality.
Jeff Dyer et al.
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
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 et al.
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.