Content Provided By Google
Online Learning: What Today’s Students Want — and Expect
College students will want online learning options even after the pandemic ends, a new survey says.
Marketing
Latest
Technology Innovation Strategy
How In-Store Tech Will Transform Retail
In-store technology promises a better customer experience — and fuel for improved retail analytics.
Selena Zhu, Maxime Cohen, and Saibal Ray
Marketing Strategy
The Brand Advantage That Will Lure Shoppers Back to Stores
New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.
Jonathan Z. Zhang
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.
Sowmya Rajagopalan and Bates Turpen
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
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
Customers
The Retail Profitability Paradox
Retailers must explore new revenue streams, monetize existing assets, and embrace a consumer-to-business mentality.
Rodney R. Sides and Lupine Skelly
Content Provided By Google
Digital Marketing Maturity: The Path to Success
For competitive advantage, embrace digital marketing, a Google-sponsored Forrester survey advises.
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
The Best of This Week
Digital inclusion to help solve grand challenges, meaningful support for Pride Month, and reimagined workspaces.
The MIT SMR Editors
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, Stefano Puntoni, and Ally MacDonald
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
Content sponsored by Tata Consultancy Services
Creating Collaborative Ecosystems to Transform Customer Experience
Two thought leaders discuss building strong banking, financial services, and insurance ecosystems.
Renée Richardson Gosline and K. Krithivasan
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.