Marketing

Not Your Mother’s Barbie: How Mattel’s New Dolls Aspire to Inspire

Mattel’s new Barbie doll line looks to create role models more than fashionistas. Three experts analyze the marketing that launched them.

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How Retailers Can Avoid Becoming the Next Toys R Us

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The demise of Toys R Us and the recent bankruptcy filing by mall staple Claire’s show that the reshaping of the U.S. retail landscape is far from over.

What Went Wrong: The Demise of Toys R Us

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As the end nears for the once-mighty retailer, experts say the blame squarely falls on the company's failure to innovate.

Why Luxury Brands Are Racing to Embrace E-commerce

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As millennials and Generation Z become a larger part of their customer base, luxury fashion brands are actively building a stronger online presence.

Why Marvel’s ‘Black Panther’ Is Resonating Globally

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‘Black Panther’ is more than just a global blockbuster superhero movie -- it has become a cultural force.

How What You Say Reveals More Than You Think

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Research presented at a recent Wharton conference shows how word choice can have deep implications for individuals, business and society.

Will Amazon Go Capture the Holy Grail of Retail?

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Amazon's new cashier-less convenience store aims to answer one of retail's thorniest challenges: Understanding why shoppers do what they do, and leveraging that knowledge into increasing sales.

It’s All About Timing: How Nonprofits Can Increase Charitable Donations

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New Wharton research shows that timing is the key to maximizing donations, particularly from people with an existing connection to an organization.

Scoring or Snoring? The Super Bowl in Five Ads

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Brands spend millions of dollars to air ads during the Super Bowl, but few achieve the ultimate payoff of actually bringing in more sales.

Brand Crisis Management: Responding to the Tide Pod Challenge

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Other brands can learn important lessons from Procter & Gamble's response to the trend of teenage YouTubers ingesting toxic detergent pods.

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