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For Marketers, Failing to Align the Emotions of Your Ads with TV Programs May Turn off Consumers

Press Release | April 06, 2015

New research from Columbia Business School shows media-induced emotions can make consumers less likely to watch high-energy commercials

Topics: Marketing, Strategy | Read Article

Tinder Gets Serious About Dating

Media Mentions | March 03, 2015 | Marketplace Radio

Viewed as a free dating service game by some users, once the game starts to cost, it now starts to be more like a serious dating site and less like something you do for fun say, Professor Rita McGrath.

Topics: Marketing | Read Article

#ThrowbackThursday: The Big Rethink’s Data Download

Media Mentions | February 26, 2015 | The Economist

David Rogers, faculty member of Executive Education, says the CMO has to “champion the customer’s point of view.”

Topics: Leadership, Marketing | Read Article

McDonald's Tried to Say the McBurrito Would Replace Mexico's National Dish and Chaos Ensued

Media Mentions | February 03, 2015 | Business Insider

McDonald's is losing market share in the US and Professor Michelle Greenwald says the company hasn't done enough to appeal to the growing Hispanic population.

Topics: Leadership, Marketing, Strategy | Read Article

A Nation in Agreement: Nationwide's Ad Was a Buzzkill

Media Mentions | February 02, 2015 | Marketplace Radio

Professor David Rogers comments on Nationwide's ill-received Super Bowl ad.  

Topics: Marketing | Read Article

New McDonald's CEO Has Work Cut out in Changing Times

Media Mentions | January 30, 2015 | Fox Business

Professor Michelle Greenwald comments on McDonald’s new CEO, challenges the company is facing, and what it can learn from Chipotle’s success.

Topics: Leadership, Marketing, Strategy | Read Article

Moving Customers from Freemium to Premium: The Art of Monetizing Virtual Products

Media Mentions | January 21, 2015 | Forbes

Bernhard Niesner, CEO & co–founder of, shares with Professor Ava Seave how the company finds customers and their strategy to convert registered members to paid users.

Topics: Marketing, Media and Technology, Strategy | Read Article

Profit Pressure Hits Best Buy

Media Mentions | January 15, 2015 | PBS Nightly Business Report

Professor Mark Cohen argues that deflationary pricing is a costly trend for retailers.

Topics: Marketing, Strategy | Read Article

A T-Shirt a Month Equals a Journey to America’s Diviest Haunts

Media Mentions | December 19, 2014 | Newsweek

Professor Michelle Greenwald discusses the popularity of the sample subscription box and service industry which she terms “adventure shopping.”

Topics: Marketing | Read Article

Students Suggest Ways for Lalique to Grow

Media Mentions | December 12, 2014 | Home Furnishing News

Columbia MBAs and Parsons design students propose plans for Lalique’s expansion into home interiors to company executives as part of a semester-long Master Class.

Topics: Marketing, Strategy | Read Article