-
What Consumers Really Want Brands to Do About Social Issues
Social marketing Digital ArticleNew research finds that when brands link social action to their core business, they earn higher trust, broader appeal, and long-term loyalty from customers. -
Which Weak Signals Should You Pay Attention To?
Consumer behavior Agenda NewsletterFive of the CEOs on HBR Executive’s Advisory Council share which metrics they follow to stay ahead of the competition. -
Your Company Needs a Gaming Strategy
Customer strategy Digital ArticleVideo games have transformed consumer engagement. Here’s how you can use them to connect with your audience. -
Research Roundup: CEO Start Dates, Online Reviews, AI’s Impact on Morale, and More
Boards Digital ArticleUseful and surprising findings from across academia, consultancies, and other vetted sources. -
It’s Time to Try Bundled Pricing
Sales and marketing Magazine ArticlePackaging products together can appeal to inflation-weary consumers. And you don’t need to discount as much as you may think. -
A Good Rivalry Can Elevate Your Brand
Brand management Digital ArticleNew research shows when to mention a direct competitor in your marketing—and when to avoid it. -
Research Roundup: Humility at the Top, Motivating Your Staff, Retailer-Brand Relationships, and More
Motivating people Digital ArticleUseful and surprising findings from across academia, consultancies, and other vetted sources. -
Using Gen AI for Early-Stage Market Research
Market research Digital ArticleSynthetic customers aren’t a replacement for real ones, but studies show they could offer a powerful new lens for early insight. -
How Pop Mart Won Young Customers in a Fragmented Attention Economy
Consumer behavior Digital ArticleThree lessons from the Chinese brand behind Labubu. -
When Omnichannel Retailers Don’t Deliver What Customers Ordered
Customer service Digital ArticleUnfulfilled orders lead to long-lasting consequences, from frustrated shoppers to lower future revenue. -
Attract New Customers Without Alienating Your Old Ones
Customer strategy Magazine ArticleUse this framework to mitigate the risks. -
Don’t Let an AI Failure Harm Your Brand
Risk management Magazine ArticleHere’s how marketers should prepare for the inevitable. -
Research: Do You Know What Signals Your Logo’s Colors Are Sending?
Market research Digital ArticleColor symbolism guides are a helpful starting point, but there are many factors that go into how your logo is perceived. -
Forget What You Know About Search. Optimize Your Brand for LLMs.
Brand management Digital ArticleHow to sell your product when generative AI becomes the consumer. -
Fixing Chatbots Requires Psychology, Not Technology
Customer service Digital ArticleSix strategies for getting people to love—and buy from—your AI chatbot. -
Winning the Right Customers Isn’t Just a Sales Issue
Sales Digital ArticleA successful go-to-market strategy requires good communication from the C-suite. -
How Gen AI Is Transforming Market Research
AI and machine learning Magazine ArticleA guide to the most promising opportunities. -
Balancing Digital Safety and Innovation
Product development Magazine ArticleHow user-centric product design can enable both. -
Research: How to Advertise to Distracted Consumers
Advertising Digital ArticleIn a world full of distractions, your best strategy may be to embrace them. -
Research: What Consumers Find Persuasive in Online Reviews
Sales and marketing Digital ArticleAn analysis of over 110,000 online reviews shows that persuasiveness depends on how frequently the item in question is likely to be purchased.
-
Keroche (G): A Test of Resilience
Business history Case Study5.00View Details This case reviews Keroche Breweries from 2019-2025, a period defined by tax disputes with the Kenya Revenue Authority, a legal case with EABL, the operational... -
Press Play: Why Every Company Needs a Gaming Strategy
Brand management Book32.00View Details An eye-opening look at the rapidly rising growth of gaming and the companies--including Peloton, Burberry, the New York Times, BMW, and Chipotle--that... -
Hyperlocal Marketing Strategy to Tackle the Storm in Tata's Teacup!
Customer-centricity Case Study11.95View Details Tata Tea Premium, the flagship brand of Tata Consumer Products Limited, faced mounting challenges from aggressive regional competitors offering localized... -
Can Public-Private Partnerships Keep Indian Railways on Track?
Consumer behavior Case Study11.95View Details Piyush Goyal, the central railway minister responsible for Indian Railways (IR), was leading its efforts to establish public-private partnerships (PPPs)... -
AI First: The Playbook for a Future-Proof Business and Brand
32.00View Details AI is going to change brand strategy and marketing forever. Are you ready? What does the rapid rise and astonishing rate of improvement of AI mean for... -
Full-Funnel Advertising on TikTok: An Experiment
Analytics and data science Case Study5.00View Details TikTok's Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising.... -
Stanley: More Than a Water Bottle?
Consumer behavior Case Study11.95View Details Throughout the 2020s, the vacuum-insulated Stanley Quencher water bottle was a full-fledged cultural phenomenon and status symbol, especially among moms... -
ANKA: Shifting from e-commerce to social commerce for African goods in Cote d'Ivoire
Business models Case Study11.95View Details ANKA (formerly Afrikrea) is an e-commerce company founded in Cte d'Ivoire by Moulaye Tabour, Kadry Diallo, and Luc Perussault Diallo in 2015 as a response... -
Johnnie Walker: Tapping into a New Market in South Africa
Consumer behavior Case Study11.95View Details Kyle Lesch, head of whisky and reserve at Diageo, pondered how to successfully revitalize and transform the Johnnie Walker (JW) brand and regain market... -
Capel: At a Crossroads
Consumer behavior Case Study11.95View Details Cooperativa AgrÃcola Pisquera Elqui Limitada (Capel) produced Pisco Capel, Chile's leading pisco brand, but sales of the product were declining. By 2022,... -
Like: The Button That Changed the World
32.00View Details A riveting, insider's look at the creation and evolution of the like button and what it reveals about innovation, business, and culture--and its profound... -
SummerGate Winery: Snapping Back
Consumer behavior Case Study11.95View Details In April 2024, SummerGate Winery founder, owner, and winemaker Gillian Stohler faced a challenge when her vineyard, located in Summerland, British Columbia... -
Operations Science: Offering Timely Reviews on Scientific Papers
Employee incentives Case Study11.95View Details The Editor-in-Chief of a scientific journal is wondering how to reduce the review cycle times to offer timely feedback to authors and improve the stature... -
How to Advertise a Crusade Against Smartphones: Light Phone's Minimalist and Community-based Approach
Growth strategy Case Study11.95View Details In 2015, Kaiwei "Kai" Tang and Joe Hollier co-founded The Light Phone (TLP), a startup with a mission to create a minimalist, distraction-free phone designed... -
Uniting Worlds: Microsoft's Acquisition of Activision
Consumer behavior Case Study11.95View Details Set in 2023, this case explores the merger between Microsoft Corporation (Microsoft) and Activision Blizzard, Inc. (Activision), two of the largest companies... -
Behind the Box Office: Decoding Movie Magic
Consumer behavior Case Study11.95View Details This case places students in the shoes of a movie industry executive at Universal City Studios LLC navigating uncertainties around future movie creation.... -
Unigreen Eats: Sparking a Sustainable Food Revolution on Campus
Consumer behavior Case Study11.95View Details UniGreen Eats is a student-led society dedicated to promoting sustainable diets at The Hong Kong University of Science and Technology, a public university... -
Uber Clean: Creating an Uber for Laundry
Consumer behavior Case Study11.95View Details In late 2021, Uber was considering a growth opportunity by entering the laundry and dry-cleaning market through a service named Uber Clean, designed to... -
Understanding Consumer Responses to Brand Activism
Consumer behavior Case Study8.95View Details This technical note examines how consumers respond to brand activism, the growing phenomenon where brands take public stances on controversial sociopolitical... -
The Row: Can Quiet Luxury Grow without Becoming Loud?
Brand management Case Study11.95View Details Fashion brand The Row embodies "quiet" luxury, a concept that prizes high-quality, timeless pieces over conspicuous logos and up-to-the-minute designs....