Marketing

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

New research highlights an opportunity for culturally rich brands to leverage brick-and-mortar stores to build brand loyalty.  

Front-line employees are uniquely aware of the early symptoms of coming change. Management should heed their insights.

Retailers must explore new revenue streams, monetize existing assets, and embrace a consumer-to-business mentality.

In B2B, pandemic-driven cost initiatives should be guided by an intense focus on customer value.  

Which retail customers will return to in-person shopping as the economy reopens — and why?

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

A new species of disrupter has great products but offers even better experiences.

Tinder’s entrance into the dating app industry was a literal game changer.

From supply chains to user ratings, this guide, a compilation of insights from MIT SMR, offers advice for each step of the customer journey. As customers grow more discerning and have more information at their fingertips, leaders need a guide to help them attract, satisfy, retain, and even win back the powerful consumer.