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Marketing
How shopping became a version of social impact
How shopping became a version of social impact
Wharton Professor of Marketing Patti Williams discusses how brands began to put their do-gooder ethos to the forefront of its value proposition.
A push for emergency texting services across the United States
A push for emergency texting services across the United States
Today, fewer than half of U.S. counties have this capability. Rising juniors Anthony Scarpone-Lambert and Kirti Shenoy want to change that with their nonprofit Text-911.
User-generated content: The medium impacts the message
User-generated content: The medium impacts the message
Wharton’s Shiri Melumad discusses her research on how user-generated content changes in tone based on the type of device used to create it.
Nostalgia is not enough: Why consumers abandon legacy brands
Nostalgia is not enough: Why consumers abandon legacy brands
Legacy brands like Sears, Payless ShoeSource, and Toys “R” Us are shuttering their doors as customers abandon longstanding consumer mainstays. Despite customers having emotional connections to certain stores, “It is more like these brands are breaking up with the customers,” says Santiago Gallino of the Wharton School.
New contracts rewrite the rules of digital fine print
New contracts rewrite the rules of digital fine print
In an article in the University of Chicago Law Review, Penn Law professor Dave Hoffman challenges widely held notions about the purpose and function of digital fine print.
The billion-dollar business of e-sports
The billion-dollar business of e-sports
With sold-out arenas, soaring revenues, and serious investment by traditional sports leagues and team owners, competitive video gaming has evolved from fringe hobby to a global, growing industry.
A bustling summer at the Pennovation Center
A bustling summer at the Pennovation Center
It was a season full of excitement, to kick off an academic year that will, undoubtedly, see even more fulfillment.
How ties to ethnic communities influence global firm expansion
How ties to ethnic communities influence global firm expansion
When a company wants to expand beyond is own country’s borders, it often looks to areas populated by people of its nationality, a phenomenon studied in the banking industry by Exequiel Hernandez of the Wharton School.
The business of voting
The business of voting
The chaos that befell the 2000 election sparked a revamping of the election technology industry. Wharton experts have drafted a report detailing the business side of modernizing voting technology.
Is an apology an effective marketing campaign?
Is an apology an effective marketing campaign?
Companies have been issuing mea culpas to its customers for decades. But the quality, timing and audience for the corporate apology has to be nuanced in order to be effective. Wharton professors discuss the efficacy of the numerous corporate messages broadcast to the public.
In the News
Wired.com
Stepping into an Amazon store helps it get inside your head
The Wharton School’s Peter Fader weighed in on Amazon’s new stores, which are equipped to gather data from customers’ every move. By tracking not just what’s purchased but also what’s handled along the way, Fader says “it becomes possible to figure out what’s the bait to attract and retain and build relationships with the most valuable customers.”
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