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...
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Apr 6, 2021
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...
Mar 2, 2021
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...
Feb 2, 2021
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...
Jul 28, 2020
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...
May 27, 2020
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...
Mar 4, 2020
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...
Feb 18, 2020
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...
Oct 15, 2019
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...
Aug 13, 2019
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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