Study Shows that Consumers are Willing to Share Personal Data if the Benefits - and Brand - Are Right

Press Release | October 29, 2015

New research from Columbia Business School and Aimia shines light on how marketers should invest in building brand value before soliciting data

Topics: Marketing, Media and Technology | Read Article

New Ad Hopes to Get Consumers Excited about PC's Again

Media Mentions | October 16, 2015 | Marketplace Radio

Professor Oliver Toubia says competitors’ advertising together is surprising and unexpected, yet is a unique approach that gets consumers attention.  

Topics: Marketing, Media and Technology | Read Article

Adapt to Survive

Media Mentions | October 14, 2015 | The Financial Times

Professor Kathryn Harrigan weighs-in on the retailer Hudson’s Bay Company success and says for it to continue to survive and thrive it needs to keep using its imagination and willingness to be very creative in adapting to changes.

Topics: Marketing, Strategy | Read Article

Google's Big Time Alpha-Bet

Media Mentions | August 12, 2015 | U.S. News & World Report

Examining Google’s restructuring and name change to Alphabet, Professor Rita McGrath contends that finding good company names is very tricky.

Topics: Marketing, Strategy | Read Article

Radio Broadcasters See Uptick in Ad Revenue on Location-Based Targeting

Media Mentions | July 23, 2015 | Mobile Marketer

Professor Miklos Sarvary’s research finds that customers who visit the same locations at the same time have similar purchase preferences. He adds that marketers can enhance their advertising strategy by tapping into the history of consumer’s locations. 

Topics: Marketing, Media and Technology | Read Article

Why Marketers Should Care about Taste, Touch and Smell

Press Release | July 20, 2015

New research from Columbia Business School shows how the order of sensory cues can influence consumer choice

Topics: Marketing, Strategy | Read Article

Last Chapter Arrives for New York Toy Story FAO Schwarz

Media Mentions | July 18, 2015 | The Telegraph

Professor Rita McGrath observes that although scores of children enjoyed being inside the iconic store, FAO Schwarz failed to monetize it.

Topics: Marketing, Operations, Strategy | Read Article

Are You a Head Person or a Heart Person?

Media Mentions | July 16, 2015 | New York Magazine

Professor Adam Galinsky’s research addresses the question of whether your sense of self is located in your heart or in your brain. Where you locate your “self” might influence your aptitude for different occupations; it could influence the kind of marketing that moves you.

Topics: Leadership, Marketing | Read Article

In Strategy Switch, Online Language Learning Leader Ties up with McGraw-Hill Education

Media Mentions | July 15, 2015 | Forbes

Professor Ava Seave explores why McGraw-Hill Education made an equity investment and formed an exclusive marketing arrangement with and what it will mean for both companies.

Topics: Marketing, Strategy | Read Article

Post-MBA Careers in Luxury: Courting a New Generation of Shoppers

Media Mentions | July 13, 2015 | Find MBA

The new generation of shopper values status, sustainability, comfort, and above all social media, says Professor Ketty Maisonrouge.

Topics: Marketing | Read Article