Is Your Brand’s Ad Campaign a Costly Mistake?
Marketers often feel that they are experts in consumer psychology. Yet, few actually are. And…
Author knowledge@wharton
How Firms Can Overcome the ‘Paradox of Preparedness’
When the timing of a looming threat is uncertain, it’s hard for business leaders to…
Will Lush’s Decision to Deactivate Social Media Pay Off?
Shutting down social media accounts is a risky move for any retailer, especially one that…
Doing Capitalism Differently — One Backpack at a Time
Davis Smith, founder of sustainable outdoor gear brand Cotopaxi, thinks of protecting the environment as table…
The Breakup of GE and J&J: The End of the Conglomerate?
Breaking up isn’t hard to do in a bullish market. General Electric’s announcement last week that…
Driverless Deliveries: How Close Are We?
In the race for retail customers, Walmart is closing in fast on the middle mile.…
Curbing Clutter: Why Do We Hold On to Things We Never Use?
If you took a quick glance around your home, you’d probably find items you’ve purchased…
How to Harness the Power of Belonging
The Behavior Change For Good Initiative (BCFG) at Penn has launched a new virtual interview series titled Authors@BCFG.…
Brand Names- Old V New!
Dunkin’, WW and IHOB: When Do Name Changes Pay Off? What’s in a name? A…
Innovate or Perish: What Businesses Should Learn from the Pandemic
Starbucks was prescient in its pandemic strategy. The company responded to the upheaval that struck…