A CEO-Led Coalition Works with Researchers to Measure their Impact on Society
Camille Putois is the CEO of Business for Inclusive Growth (B4IG), a coalition of more than 40 global businesses, representing 4.4 million employees and a combined revenue of over 1 trillion USD. She discusses how this coalition strives for more inclusive practices and navigates the pros and cons of the different methods to measure progress on this crucial topic. For this, she worked with Leandro Nardi and Marieke Huysentruyt, researchers at the Inclusive Economy Center at HEC Paris.
Marketing During Inflation: How to Adapt
After the COVID pandemic, Chief Marketing Officers would have finally hoped for calmer times: more stable sales, budget increases instead of cuts and fewer "knee-jerk reactions". Now, however, we have to deal with a depressed consumer climate, triggered by an enormous increase in inflation. This is something which we might no longer have considered possible, let alone as a long-term phenomenon, and which we would have thought of (over-optimistically) as an unwanted echo of the past. During these times, which products and services will be less in demand? And what marketing strategy should CMOs develop?
Meta and Data Privacy: a Clash of Cultures and Generations?
HEC Paris Assistant Professor in Marketing, Klaus Miller, analyzes the February 3 Facebook/Meta stock market plunge. What exactly does it tell us about private data on internet and its links to the advertising world? We meet Klaus on February 8, the very day he and five co-researchers self-published “The Impact of the GDPR on the Online Advertising Market”. This book focuses on Europe’s GDPR and how it affects online publicity. In a wide-ranging discussion on personal data and the advertising industry, Klaus provides insights on ad blockers on news websites and their impact on our reading habits.
Who to Target? Latest Findings on Influencer Marketing
Who should I target? How to spread my content? Seeding is one of the most crucial questions in marketing today, according to Andreas Lanz, Assistant Professor of Marketing at HEC Paris, who focuses on this topic in most of his research. Professor Lanz and his colleagues answer these seeding questions at the annual ISMS Marketing Science Conference, which features several special sessions on influencer marketing this year – organized and co-chaired by Andreas Lanz. In this interview, Professor Lanz answers five questions on seeding, based on five research articles that will be presented at the conference.
3 Objectives to Create Intelligence in the Face of Uncertainty
Uncertainty is an invisible trap, set to blind our capacity to avoid nonsense and create actual intelligence. Why invisible? Because uncertainty is powered by what we do not know, which is particularly difficult to become aware of. Anne-Sophie Chaxel, HEC Paris Associate Professor of Marketing and expert in cognitive biases, gives three objectives to keep in mind to embrace uncertainty, along with practice tool boxes to create intelligence.
What is the Role of Social Media During the COVID-19 Crisis?
Today, social media such as Twitter, Facebook and Instagram, have become primary sources of information. They are also vehicles for fake news and disinformation. During a crisis like the COVID-19 pandemic, how should social media be mastered and employed in a responsible way? HEC Paris Associate Professor of Marketing, Kristine de Valck, has been studying the role of social networks in the marketplace since 1999. She explains.
How Do Governments And Individuals Make Decisions In A Time Of Crisis? The Case Of The Coronavirus
Why different countries have made very different decisions to fight the coronavirus? What are the potential consequences of such crisis on the psychology of the population? In this interview, Anne-Sophie Chaxel, HEC Paris Associate Professor of Marketing specialized in consumer behavior and decision-making, explains the different approaches of governments toward their responsibility, and the biases behind non-optimal behaviors and decisions. She also shares her recommendation regarding decision-making processes.
Herding and Social Media Word-of-Mouth: Evidence from Groupon
How can herding and social media word-of-mouth increase the demand online? In this interview, Xitong Li, Associate Professor of Information Systems at HEC Paris, unveils his latest research co-authored by Lynn Wu of the Wharton School, University of Pennsylvania, revealing what they have found from Groupon’s combination of both techniques.
TV series consumption habits in the era of Netflix: How young adults embrace and protect themselves from ATAWAD TV watching
How do young adults feel about television streaming and how does this feeling affect their watching of television series? How do those consumers embrace and protect themselves from the possibilities of ATAWAD (anytime, anywhere, any device) TV watching?
Why Many Luxury Leaders Prefer not to Use the Word Luxury
Luxury is a three faceted word. It refers first to a concept, very subjective thus always hotly debated. It is also a very lucrative macro-economic sector that has been growing over the last 25 years. Finally, it also designates a very specific strategy, distinct from other strategies such as a fashion strategy, a premium strategy or a masstige strategy. Any company can adopt a luxury strategy even if it does not produce the classical goods or services traditionally associated with the luxury sector. Apple is a typical example.