ARTICLES WITH TAG: marketing

TOP RESEARCH What makes a crowd-funding campaign successful?
Strategy

What makes a crowd-funding campaign successful?

by Amir Sepehri

New research finds the use of pronouns in crowdfunding campaigns impacts their success.

Build your brand to build your strategy
Strategy

Build your brand to build your strategy

by Ashok Som

Managers and corporations now need to focus on brand-based strategies, rather than those resource-based strategies, to optimize operations.

TOP RESEARCH ESSEC Knowledge Review: Entrepreneurship and Innovation
Innovation

ESSEC Knowledge Review: Entrepreneurship and Innovation

by ESSEC Knowledge Editor-in-chief

In this issue of ESSEC Knowledge Review, we shine a spotlight on the research and the expertise of our professors in the domains of entrepreneurship and innovation.

Artification: Luxury down to a fine art
Strategy

Artification: Luxury down to a fine art

by Delphine Dion

What do art and luxury have in common? Delphine Dion, professor of marketing and Academic Director for the Luxury Brand Management Major of the Global MBA, discusses the relationship between art and luxury, and how luxury brands draw inspiration from art.

Heritage brands vs. brands with heritage
VIDEO

Heritage brands vs. brands with heritage

by Delphine Dion

What does heritage mean for brands?

TOP RESEARCH  Buyer-supplier relationship dynamics
Economy & Finance

Buyer-supplier relationship dynamics

by Ali Shamsollahi

As is the case with all relationships – be they business, familial, or romantic – the buyer-supplier relationships change over time.

TOP RESEARCH Marketing and artificial intelligence: pitfalls and possibilities
Leadership

Marketing and artificial intelligence: pitfalls and possibilities

by Arnaud De Bruyn

How can marketing decision-makers understand artificial intelligence to best optimize how they use it?

TOP RESEARCH ESSEC Knowledge Review: Artificial intelligence and the technological transformation
Innovation

ESSEC Knowledge Review: Artificial intelligence and the technological transformation

by ESSEC Knowledge Editor-in-chief

ESSEC professors provide insight into how artificial intelligence and the technological transformation will impact society.

Online Travel: Can Anyone Challenge the Supremacy of Booking and Expedia?
Innovation

Online Travel: Can Anyone Challenge the Supremacy of Booking and Expedia?

by Peter O'Connor

Booking.com and Expedia reign supreme over the online travel market. Peter O'Connor suggests contenders who may topple their reign...

TOP RESEARCH The value of constructing narratives in a cancer journey
Society

The value of constructing narratives in a cancer journey

by Lez Trujillo Torres

Dr. Lez Trujillo Torres and Dr. Benét DeBerry-Spence apply marketing concepts of consumer journeys to understand how people construct narratives about their experience with cancer.

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