When to Launch? How New Options Alter Consumer Choice Preferences
The timing of a new launch is a key consideration in product marketing. News of an upcoming competitive launch often sets off a fire drill of reactions—prompting marketers to put pressure on supply chains to be first to market.
Internship Spotlight: Neha Kulsh ’22, Los Angeles Mayor’s Office
Neha Kulsh ’22 leaned on her SOM coursework to help LA work on its COVID-19 response.
Defining a Category: Using Behavioral Science to Further Product Naming Conventions
Innovation vs. Heritage: Does a Brand’s Heritage Help or Hurt When Marketing New Innovations?
Building a More Effective Salesforce
Approximately 10% of the U.S. labor force works in personal sales, and yet little is understood about how to improve the performance of this sector. New research provides three important insights.
Re-Imagining the Insights Function with Stephan Gans
Quantum Marketing
In the inaugural session of the Learning from Leaders webinar series, Raja Rajamannar gave attendees a look at what’s ahead for marketing through the lens of his new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consu
The Craft of Data and Art of Insights
In this session of the YCCI’s Learning from Leaders webinar series, Unilever’s Stan Sthanunathan discusses the universal need for effective insights leaders. “Insights,” he says, “are required in any function, any company, any industry.”
The Motivating Power of Games
Yu-kai Chou has spent nearly two decades studying how gamification can drive long-term behavior change. In a recent presentation to the Yale-Ipsos Think Tank, Chou walked through what he’s learned and his framework for applying insights.