July 2, 2025It’s one thing to be a force for good behind the scenes. Having consumers reward you for it, however, depends upon a unique combination of elements.
March 4, 2025China’s complicated and colorful e-commerce landscape gives us a sense of how livestream shopping is transforming retail. Si Xie, assistant professor of information systems and operations management, researches this new trend.
October 8, 2024Not only are retailers failing to retain and redirect business from shuttered physical locations, but their performance elsewhere also suffers as a result.
March 9, 2023The moment a brand publicizes its good works, it’s at risk of seeming cynical. A Mason professor offers research-based advice on how to generate lasting brand value from sustainability.
December 8, 2022Marketing professor Tarun Kushwaha’s recent research finds that the effectiveness of brands’ growth strategies can be correlated with the state of the economy. Analyzing 17 years of data on U.K. brands, Kushwaha concludes that brands that prioritize assortment and wider distribution are in the best position to weather the ups and downs of the macroeconomic cycle.
