6 research-based articles from Kellogg’s marketing savvy thought-leaders
The Kellogg School of Management at Northwestern University cites as its purpose: “To educate, equip and inspire brave leaders who build strong organizations and wisely leverage the power of markets to create lasting value.”
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This PDF includes some of the best faculty research and ideas published over the past year:
With people increasingly sceptical about marketing, companies need to have a more sophisticated understanding of the extent to which their target consumers are cynical about marketing and know how to better devise their promotional messages.
In our fast changing world innovation is critical to business success and sustainability. But innovation is hard. It is important to be persistent and not give up too early. Great ideas take time, so don’t let deadlines cost you your best ideas.
Unexpected insights are never on the surface, and to succeed entrepreneurs should not rush synthesis or sense-making. Often the problem entrepreneurs set out to solve is not quite the problem their idea actually solves - it is important to take take time to reflect and allow course correction.
Nowhere are customers more sceptical than in the objectivity of financial advisors. This reassuring research suggests that in fact advisors’ problematic choices for their clients do not routinely stem from potential conflicts of interest.
We know technology spreads from one person to another across social and business networks. This research shows how some technologies spread faster that others and how spread can be influenced by how individualistic or close-knit communities are.
Research, using big data to predict how a viral epidemic spread, offers a major step in our understanding of how geography governs the way in which we are connected and an important insight for our increasingly interconnected business world.
Click on DOWNLOAD THIS RESOURCE above to receive 6 articles containing key insights from Kellogg faculty
The Kellogg School of Management at Northwestern University is recognized globally as a pioneer in general management education that offers innovative academic opportunities for today’s leading thinkers