Marketing

Latia Curry outlines the steps a brand should take to communicate their values to customers.

While livestreamed shopping is booming in China, it has struggled to take off in the West.

Linguistic considerations are important when planning customer communications.

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.

Sustaining organizational culture beyond the office, creating value with opportunity marketplaces, and avoiding strategy hijacks.

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.