Marketing

Six ways to support human rights; ethical monitoring of remote workers; customer-focused cost-cutting.

In B2B, pandemic-driven cost initiatives should be guided by an intense focus on customer value.

Companies can use an array of tactics to make sure that their data products inspire action — and create value.

Which retail customers will return to in-person shopping as the economy reopens — and why?

MIT Sloan’s Sinan Aral discusses social media as a marketing tool that can have a positive impact — if used ethically.

To make social platforms a more positive force, we must understand the phenomena that drive them.

Three kinds of revenue models make companies increasingly accountable for customer outcomes.

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

When we can’t talk face to face, businesses must figure out how to cultivate consumer trust.

Innovators need to develop their innovation capital so they can turn their ideas into reality.

How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Pivoting in the pandemic, assessing supplier diversity initiatives, and creating a framework for discussing race.

In a global pandemic, a quick pivot to a digital business model may help retailers survive.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.

Identifying postcrisis opportunities, marketing to nonbinary genders, and prioritizing during supply chain disruption.

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

To launch successful products that delight customers, companies need a new approach to data analytics.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

Many organizations aren’t fully aware of or adequately minimizing the risks posed by social media.