Marketing Strategy
How Research Can Mislead Marketers on Brand Activism
Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.
Marketing Research
Latest
Collaboration
In Search of the Collaboration Sweet Spot
Brand collaborations can benefit both partners, but there are limits on how many can participate.
Content Sponsored by Tata Consultancy Services
The New Era of Personalization
New competitors will require consumer packaged goods companies to engage directly with consumers.
Marketing Strategy
Why Great New Products Fail
Companies often don’t focus enough on understanding how customers decide what to purchase.
New Product Development
The Easy Industry Research Hardly Anybody Uses
Before introducing a new product to an emerging industry, companies should track the evolution of its category labels.
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