Marketing Strategy
How Research Can Mislead Marketers on Brand Activism
Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
Marketing
Latest
Ethics
Why ‘Explicit Uncertainty’ Matters for the Future of Ethical Technology
To address algorithms’ potential harm, companies must be willing to focus on users and rethink their business models.
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.
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.
Technology Innovation Strategy
How In-Store Tech Will Transform Retail
In-store technology promises a better customer experience — and fuel for improved retail analytics.
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.
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.
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.
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.
Customers
The Retail Profitability Paradox
Retailers must explore new revenue streams, monetize existing assets, and embrace a consumer-to-business mentality.
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.
Diversity & Inclusion
The Best of This Week
Digital inclusion to help solve grand challenges, meaningful support for Pride Month, and reimagined workspaces.
Diversity & Inclusion
Make Pride a Commitment, Not Just a Campaign
To meaningfully support Pride, companies need to focus on employees, customers, and the community.
Diversity & Inclusion
Linking Good Intentions to Intentional Action
Businesses that pledged to support racial equity in 2020 must maintain their commitments to effecting change.
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.
Analytics & Business Intelligence
Understanding Decision-Driven Analytics
Bart De Langhe and Stefano Puntoni explain how organizations can make better decisions with data.
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.
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.
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.