Executing Big Think: How to Pull the Ship over the Mountain
Turning bold ideas into reality requires both method and madness: in this adaptation from his recent book Big Think Strategy, Bernd Schmitt, the Robert D. Calkins Professor of International Business, explains the key steps for successfully rolling out an innovative strategy for your business.
Let Them Eat Cake
Kivetz and doctoral candidate Anat Kienan reveals that indulging now and then minimizes long-term regret -- welcome advice to both consumers and marketers of luxury goods
Are Physicians Easy Marks?
The marketing of drugs directly to physicians has become routine, if controversial. Professor Mizik assesses the impact.
Marketing Metrics: Hard Numbers on Soft Science
Marketing a fuzzy field? Professor Gupta not only makes returns easier to quantify but also shows how critical marketing is in improving a firm's market value.
Eureka: Extraordinary Discoveries in Everyday Life
Professor Sheena Iyengar demonstrates how passing observations in ordinary moments can spark great ideas and groundbreaking research.
Brand Recovery: Communications in the Face of Crisis
When a crisis strikes your brand, you can avert backlash from consumers -- and even strengthen your brand -- with well-considered and thoughtfully deployed communications.
A New Visual Identity
Honoring its past, the School introduces a new visual identity for the 21st century.