February 14, 2014
Research by Prof. Sheena Iyengar has shown that when faced with a smaller number of options, consumers tend to be happier with their choices.
February 12, 2014
Zara is still new to American retail markets, but Prof. Nelson Fraiman says they’re “very smart” about picking locations when they decide to invest.
Zara Store Debuts at Westlake Center
February 11, 2014
David Rogers, executive director of BRITE, talks about the future of digital strategy and marketing, his upcoming research, and BRITE ’14.
January 31, 2014
Prof. Sheena Iyengar says that when overwhelmed with too many product options, consumers avoid comparing complex factors such as label claims and nutrition information and base their choices on familiarity and price.
The Downside of Too Many Product Choices on Store Shelves
January 29, 2014
JCPenney is hiking prices to make room for dramatic Valentine’s Day discounts, a move that Prof. Mark Cohen claims is an attempt to bring back the store’s former customer base.
JCP Hikes Prices for Bigger Discounts Later
January 12, 2014
The article features the Center on Global Brand Leadership’s presentation of Prof. Schmitt’s new book, The Changing Face of the Asian Consumer.
The Academic Week Ahead
December 13, 2013
Ijeoma Arum ’14, Melissa Foo ’14, Sara Huneke ’14, and Matthew Wilkes ’14, students in Prof. Ketty Maisonrouge’s Design & Marketing of Luxury Products Master Class, developed an innovative launch strategy for Balenciaga’s new boutique. The class is offered in partnership with Parsons The New School for Design.
November 29, 2013
Prof. Mark Cohen discusses promotions that create the most value for both shoppers and retailers this holiday season.
Which Promotions Work Best for Retailers?
November 25, 2013
Prof. Gita Johar’s research finds that the “conditioned superstitions” people develop in response to good luck can increase the illusion of control, offer psychological comfort, and even boost performance.
When Superstition Works
October 31, 2013
Iris Henries, associate dean, chief marketing and communications officer, discusses Columbia Business School’s new branding campaign.
Columbia Debuts New Branding Campaign
October 20, 2013
Prof. Damon Phillips says that the brand Chipotle has built around organic, locally–sourced ingredients may become a point of tension as the company starts to grow.
September 13, 2013
David Rogers, Executive Director of BRITE, notes that “for the first time, advertisers can place ads not just against a media property but against our collective conversations.”
Twitter IPO: What It Means for You