Malcolm Gladwell on the Advantages of Disadvantages
- Dec 03
- North America
There is such a thing as bad publicity, says Wharton’s Jonah Berger, who in a new paper finds that the key is to find the “sweet spot” where controversy generates the greatest amount of buzz.
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Finding Your Company’s ‘Controversy Sweet Spot’
There is such a thing as bad publicity, says Wharton’s Jonah Berger, who in a new paper finds that the key is to find the “sweet spot” where controversy generates the greatest amount of buzz.
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Fantex: Is Buying Shares in Athletes Risky Business?
San Francisco-based Fantex is planning to offer IPOs on athletes. Fans are excited; others see red flags.
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Latin America: The Next Growth Market for Low-cost Air Carriers
Transportation in Latin America, long synonymous with traffic jams and lengthy bus rides, now represents one of the largest growth opportunities for low-cost airlines.
Knowledge@Wharton Partners