Marketing

Chazen Global Insights, Marketing, Strategy
Date
Bon Mauvais graphic image
Chazen Global Insights, Marketing, Strategy

Executing a Global Strategy, Locally: Lessons from The World’s Local Bank

What makes HSBC’s global advertising campaign truly distinctive is the brilliant implementation of a “glocalized” strategy — keeping a consistent execution across multiple countries, while maintaining a local flavor in its message at each airport.
Marketing
Type
Chazen Global Insights
Date
Through Vincent Bragg’s direct experience of incarceration, and Janeya Griffin’s family experience, a new idea and creative business model was born.
Marketing

How Diversity Drives Creativity: A Discussion with ConCreates

Diverse life experiences, such as those of formerly incarcerated individuals, are an often overlooked key to the divergent thinking that creative agencies seek to foster. A new agency, ConCreates, seeks to fill that gap.
Marketing
Date
Marketing

Evaluation Therapy: How Judging Can Bring Us Happiness

NEW YORK, NY – For decades, marketers have believed that consumers form opinions on products and services only when they have a decision to make when choosing between a new pair of shoes, deciding on a snack at the grocery store, or picking a hotel for an upcoming trip. But recent research shows that consumers are surprisingly eager to express their likes and dislikes – they often evaluate products and services even when there is no decision at stake. This is because people derive a subtle pleasure from expressing that they like or dislike something. In research by Columbia Business School, Professor Michel Tuan Pham, the Kravis Professor of Business, finds that consumers often evaluate products or brands to derive pleasure rather than to make a decision, frequently rendering their evaluations in a seemingly gratuitous fashion.
Marketing, Strategy
Date
Marketing, Strategy
Marketing Press Release

Evaluation Therapy: How Judging Can Bring Us Happiness

NEW YORK, NY – For decades, marketers have believed that consumers form opinions on products and services only when they have a decision to make when choosing between a new pair of shoes, deciding on a snack at the grocery store, or picking a hotel for an upcoming trip. But recent research shows that consumers are surprisingly eager to express their likes and dislikes – they often evaluate products and services even when there is no decision at stake. This is because people derive a subtle pleasure from expressing that they like or dislike something.
Healthcare, Marketing, Risk Management
Date
Healthcare, Marketing, Risk Management
Marketing Press Release

COVID-19 Bolsters Sharing Economy in U.S.: New Research Shows COVID-19 Shifted World Attitudes on Growing Sector

Columbia Business School Researchers Find the Pandemic Increased American Consumers’ Willingness to Share their Possessions (e.g., on Platforms like Airbnb), while it Decreased Willingness to Participate in some other Countries
Economics and Policy, Marketing
Type
Business & Society
Date
During the COVID-19 pandemic, as gravely ill patients filled the wards of Mount Sinai’s hospitals, concurrent crises of fear, anxiety, and misinformation about the coronavirus also took hold in the general populace.
Economics and Policy, Marketing

The Importance of Team Agility in Uncertain Times: Karen Wish '94, VP and CMO of Mount Sinai Hospital Group and Network

During the COVID-19 pandemic, physicians and scientists quickly became the world's most trusted sources of information on the pandemic. In this talk at the Future of Marketing Leadership & Strategy Conference, learn how Karen Wish '94 (VP and CMO, Mount Sinai Hospital Group and Network) led her team at Mount Sinai to get the truth and consistent messaging across to patients, staff, and the general public when they needed it most.
Economics and Policy, Marketing
Type
Business & Society
Date
From a career that has spanned multiple continents and industry sectors, Michelle Crossan-Matos (CMO, Samsung Electronics America) shares insights on the intersection of data and human intuition in marketing in this talk from the 2021 Future of Marketing Leadership conference.
Economics and Policy, Marketing

The Human Factor: Michelle Crossan-Matos, CMO of Samsung Electronics America

From a career that has spanned multiple continents and industry sectors, Michelle Crossan-Matos (CMO, Samsung Electronics America) draws insights on the human factor in consumer electronics marketing in this talk from the 2021 Future of Marketing Leadership & Strategy Conference.
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