Sustainable Branding Needs a CFO Lens
Prof. Gabriela Salinas, IE Business School, writes that to turn sustainability into brand value, marketers must think like CFOs.
Tag Archives: marketing
Three Ways to Nudge Customers to Buy Green Products
Prof. Hugh Wilson, Warwick Business School, explores three ways to influence customers to buy green products.
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Product Launches in Bottom-of-the-Pyramid Markets: Why Consumer Opinion Matters
What do mainstream consumers think about product launches in emerging markets to low-income consumers? And why should companies worry about what they think? Prof. and Deputy Dean Reetika Gupta, ESSEC […]
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Mastering Global Business & Sustainability: Winter camp
Mastering Global Business & Register for the Business & Sustainability: Winter camp in Singapore
A 10-day intensive Winter Camp: 11th-20th December 2024, Singapore
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Deciphering Research: How can marketing contribute to our understanding of business models?
Dean and Prof. Laurent Muzellec, Trinity Business School, shares research on how marketing contribute to understanding of business models.
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Back to the Basics: What icons do our brains prefer?
Recently, simple and flat designs in iconography have emerged and become a trend. However, are simple icons superior to complex ones? Prof. Xiaoning Liang, Trinity Business School, Trinity College Dublin, […]
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Confidence: How it helps to keep the marketing budget healthy and long-term
What motivates CEOs when they decide on a marketing project? Are they just borrowing from the future to finance the present? And how can a CMO prevent cuts in their […]
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Sustainable Clothing: Why do we buy it – and why not?
Prof. Mototaka Sakashita, Keio Business School, and his fellow researchers explore what makes us buy green and sustainable clothing.
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Shopping Malls: Dinosaurs of the Future?
Profs. Ali Vakeel, Fuduric, Viswanathan, and Sakashita research how real time messaging can be used to keep shopping malls alive.
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Customer Referencing: Turning the customer into a credible source of value
Prof. Tuck Siong Chung, ESSEC Asia-Pacific, explores.
