The US Elections and celebrities: The ultimate trump(ed) card?

by Sonja Prokopec

Sonja Prokopec, Professor of Marketing at ESSEC Business School and internationally-renowned expert in consumer behavior and luxury branding, takes us into the marketing world of celebrity endorsement and voter reaction from a consumer perspective.

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Communication

Marketing: How to be David against Goliath

by Frédéric Oble

Drawing on his in-depth study of the French success-story Michel et Augustin, Frédéric Oble, Professor of Marketing ESSEC Business School, provides us with insights into what the little brands can do to rival with the giants without spending millions.

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Innovation

When Unexpected Setbacks Become Powerful Catalysts for Creativity

by Stoyan Sgourev

Where does creative genius come from? It may lie at the crossroads between individual personality traits, and societal factors.

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