Why Some Retailers Succeed Despite Big DisruptionsThe retail industry was already in the midst of unparalleled disruption. Then came COVID-19. Wharton marketing professor Barbara Kahn is...
Less Is More: Redefining the Luxury Goods MarketThe 1980s is often remembered as the decade of excess. Big hair, big shoulder pads, and big jewelry were the height of fashion. Shows...
What’s Mine Is Ours: How Consumption Is ChangingTechnology hasn’t just changed the way consumers use goods and services, it’s also changed the way they own them. Music collections, for...
What Makes Some Ads More Shareable Than Others?In one of the more memorable commercials of Super Bowl 2020, rapper Lil Nas X and actor Sam Elliott face off in a dance duel for Cool...
How Starbucks Came a Long Way on Customer CentricityOn May 25, Wharton School Press published an updated edition of Customer Centricity by Wharton marketing professor Peter Fader. In the...
Why Consumers Are Willing to Share Personal Information on SmartphonesNearly everyone has experienced some version of phubbing, a term to describe being snubbed by someone who is more engrossed in their...
The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with LowFrom a $2,000 tote made to look like an Ikea shopping bag to lobster macaroni and cheese, a big trend in fashion and food mixes downscale...
Why Omni-channel Personalization Is the Future of MarketingAll customers want a unique, personalized experience, irrespective of how they interact with a brand – be it in-store, on an app, via a...
Finding Your Voice: Why Confidence Is Key to PersuasionPulitzer-prize winning poet William Carlos Williams wrote, “It’s not what you say that matters but the manner in which you say it; there...
Finding the Value in IPOs: Why Customer Behavior Holds the KeySpurred by tech companies such as Uber, 2019 is expected to be a record year for initial public offerings (IPOs). But what are these...