July 2, 2025It’s one thing to be a force for good behind the scenes. Having consumers reward you for it, however, depends upon a unique combination of elements.
November 25, 2024A George Mason marketing professor is using AI to help organizations gain deeper insights into consumers based on very little information
October 8, 2024Not only are retailers failing to retain and redirect business from shuttered physical locations, but their performance elsewhere also suffers as a result.
September 18, 2023When government contractors merge, comparing their customers can predict a lot about how investors will respond to the deal.
May 30, 2023Not all pharmaceutical companies are equally well-suited to surf the sea change that’s happening in healthcare.
May 22, 2023How can you convince someone to give you their time or money free of charge? Focus on the head, not the heart.
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March 28, 2023
There’s no one-size-fits-all solution to growing a franchise business. But stock market reactions to companies’ strategic moves can give you more than a clue.
March 9, 2023The moment a brand publicizes its good works, it’s at risk of seeming cynical. A Mason professor offers research-based advice on how to generate lasting brand value from sustainability.
December 8, 2022Marketing professor Tarun Kushwaha’s recent research finds that the effectiveness of brands’ growth strategies can be correlated with the state of the economy. Analyzing 17 years of data on U.K. brands, Kushwaha concludes that brands that prioritize assortment and wider distribution are in the best position to weather the ups and downs of the macroeconomic cycle.
November 2, 2022It’s 9 am. Do you know where your team members are? Before Covid, the answer was simple: They were – or were expected to be – in the office. The pandemic erased that certainty and accelerated the pace toward work-place flexibility. As we move forward in our post-covid work environment, employees are strongly indicating their preference for flexibility and self-determination regarding their working environment. A portion of the workforce will desire to stay at home with high flexibility, whereas others will return to the office by choice.
