Spring 2024

Ensuring DE&I Investments Drive Significant Business Impact

Results from the CMO Survey

Raising the bar on diversity, equity, and inclusion with a people-centric approach

Article

How to Protect Brand Value During Acquisitions [Best Strategies]

Why do consumers have negative reactions to acquired brands? A new Journal of Marketing study investigates.
Article

Choosing the Right Sales Approach: Know-How, Components, or Systems

Technology companies must determine “what to sell” before answering the “how to sell” question for innovation.
Article

Nonprofits: Hold Creative Events to Engage Prospective Donors and Unlock More Giving

Here’s a secret for unlocking more nonprofit giving: Invite prospective donors to a creative, hands-on event.
Article

Turning Brand Extensions into Success Stories [Strategic Insights]

Looking to introduce a new brand extension into the market? A new Journal of Marketing study shows how companies can devise more successful brand extension strategies.
research insight

Should You Feed the Trolls? How Toxic Social Media Comments Can Increase Product Usage
RESEARCH INSIGHT

When Do Consumers Prefer Newer Brands over Established Ones?
research insight

Optimizing Global Branding by Combining Local and Foreign Elements
RESEARCH INSIGHT

When Less Is More: Limiting Message Views Can Increase Consumer Engagement
research insight

Becoming TikTok Famous: How Global Brands Engage Emerging-Market Consumers

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