Marketing

Has the Sharing Economy Disrupted Marketing? Not Quite…

A new paper by Wharton’s Cait Lamberton offers guidance for marketers who must transform traditional practices and beliefs to fit the modern sharing economy.

sharing economy marketing strategy

Finding Your Voice: Why Confidence Is Key to Persuasion

nonverbal communication in persuasion

Wharton marketing professor Jonah Berger’s latest research on persuasive language puts some science behind the notion that it’s not what you say, it’s how you say it.

Fashion Fail: Where Did Forever 21 Go Wrong?

Three big mistakes led to Forever 21’s bankruptcy filing and could imperil the fast-fashion chain’s future, experts say.

Serving More Than the Brand: How Infosys Reimagined the Tennis Experience

With three of the largest tennis franchises under its belt, Infosys, an Indian IT services firm, wants to take its digital technology skills to other sports.

Why Being a Celebrity Is Big Business

celebrity culture

In her new book, Columbia University professor Sharon Marcus traces the history of celebrity culture and shows how the biggest stars stay relevant by learning how to manipulate the media[…]

Can the ‘Supercharged’ Consumer Save Retail?

digital retailers opening physical stores

Digital retailers can reap significant financial benefits from opening physical stores, according to new research from Wharton and Harvard.

Bye Bye, Barneys? Why Luxury Is the Latest Retail Casualty

barneys bankruptcy

Rising commercial rents and the demise of the department store model pose an existential threat to Barneys and other icons of high-end retail.

Finding the Value in IPOs: Why Customer Behavior Holds the Key

Wharton's Peter Fader and Emory's Dan McCarthy explain why customer-based corporate valuation is a novel -- and very accurate -- way of determining a firm’s worth.

Marketing the Cosmic Crisp: Will Consumers Bite?

Cosmic Crisp, a new apple variety more than 20 years in the making, is hitting stores this fall -- but getting produce to stand apart from similar offerings is not[…]

Tofu or Takeout: Why Eating Healthy Is So Hard

eating healthy

Poor nutrition and obesity are setting records globally despite abundant healthy choices at restaurants and grocery stores. In her new book, food writer Bee Wilson looks at the paradox of[…]

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