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    Why Some Retailers Succeed Despite Big Disruptions

    Why Some Retailers Succeed Despite Big Disruptions

    The 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 Market

    Less Is More: Redefining the Luxury Goods Market

    The 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 Changing

    What’s Mine Is Ours: How Consumption Is Changing

    Technology 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?

    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 Centricity

    How Starbucks Came a Long Way on Customer Centricity

    On 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 Smartphones

    Why Consumers Are Willing to Share Personal Information on Smartphones

    Nearly 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 Low

    The Lobster Mac ‘n’ Cheese Mystery: Why Brands Mix High with Low

    From 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 Marketing

    Why Omni-channel Personalization Is the Future of Marketing

    All 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 Persuasion

    Finding Your Voice: Why Confidence Is Key to Persuasion

    Pulitzer-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 Key

    Finding the Value in IPOs: Why Customer Behavior Holds the Key

    Spurred by tech companies such as Uber, 2019 is expected to be a record year for initial public offerings (IPOs). But what are these...
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