Strategy
What makes a crowd-funding campaign successful?
New research finds the use of pronouns in crowdfunding campaigns impacts their success.
ARTICLES WITH TAG: marketing
Strategy
Build your brand to build your strategy
Managers and corporations now need to focus on brand-based strategies, rather than those resource-based strategies, to optimize operations.
Innovation
ESSEC Knowledge Review: Entrepreneurship and Innovation
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.
Strategy
Artification: Luxury down to a fine art
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.
Economy & Finance
Buyer-supplier relationship dynamics
As is the case with all relationships – be they business, familial, or romantic – the buyer-supplier relationships change over time.
Leadership
Marketing and artificial intelligence: pitfalls and possibilities
How can marketing decision-makers understand artificial intelligence to best optimize how they use it?
Innovation
ESSEC Knowledge Review: Artificial intelligence and the technological transformation
ESSEC professors provide insight into how artificial intelligence and the technological transformation will impact society.
Innovation
Online Travel: Can Anyone Challenge the Supremacy of Booking and Expedia?
Booking.com and Expedia reign supreme over the online travel market. Peter O'Connor suggests contenders who may topple their reign...
Society
The value of constructing narratives in a cancer journey
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.