Since 2018, the premium beer category has exhibited sustained growth, despite recent declines in overall U.S. beer sales, stiff competition from local craft breweries, and the debut of alcoholic seltzers, which were growing triple digits in the years leading up to the pandemic. In such a...

Not long ago, Jiwoong Shin, a professor of marketing at Yale SOM, was on Facebook when he saw an advertisement for heart disease medicine. Had the vast analytic machinery of Zuckerberg’s empire discovered something? Had Facebook flagged risk factors based on Shin’s activities, or age, or...

As universities around the country transitioned to virtual learning in mid-March in response to the global COVID-19 pandemic, Yale School of Management Marketing Professor Ravi Dhar wrestled with a formidable challenge: how to recreate the experience of intimate classroom discussions with Chief...

Brand extensions are a common way companies seek to increase sales in new product categories, whether it be yoga apparel company Lululemon launching a skincare line or premium fitness center Equinox branching out into hotels. When contemplating brand extensions marketers think a lot about parent...