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.
