Marketing

Can Amazon Reinvent the Traditional Supermarket?

Amazon’s new grocery stores are expected to merge bricks-and-mortar and online experiences, then power it with data analytics. Will it work?

Can Kraft Heinz Catch Up with Its Changing Market?

Following a $12.6 billion loss for 2018, Kraft Heinz needs to recast its product portfolio in ways that reflect the general shift towards healthier foods, experts say.

Oscars Economics: Does Winning Mean a Windfall?

Winning an Oscar is a great honor for a film, actor or director. But can the financial benefits be measured?

Gucci’s Misstep: Why a More Diverse Fashion Industry Is the Answer

Gucci’s release of a sweater resembling blackface is the latest controversy renewing calls for greater diversity in the fashion industry.

Nation Branding: Which Countries Ranked Highest This Year?

Cleanliness, safety and progressive business environments are a boon to nations’ brands, while untrustworthy politics and poor quality products hold others back, according to a new report.

Still a Girl’s Best Friend: How Ethical Diamonds Are Changing the Industry

The diamond industry is responding to consumer demand for ethically sourced stones that are conflict-free. Three experts explain how greater transparency is benefiting both buyers and sellers.

Why This Year’s Super Bowl Ads Were ‘Meh’

Wharton marketing professors Americus Reed and Patti Williams analyze the 2019 Super Bowl commercials, saying most were lackluster and devoid of the kind of creative edginess seen in years past.

Factual, or Warm and Fuzzy? Why Choosing the Right Words Matters

Whether it’s prompting someone to adopt a pet or to share content on social media, what do natural language processing and related tools tell us about persuasion?

Is There Really Wisdom in the Crowd?

New Wharton research says that a better way to crowdsource ideas is to avoid the most popular answer to a question and select the “surprisingly popular” one.

Did Gillette Miss the Mark with Its Toxic Masculinity Ad?

Despite the backlash to Gillette’s controversial “toxic masculinity” ad, experts say the brand is tackling social issues in a smart way.

Knowledge@Wharton Partners

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