Marketing

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.

Penn Today Staff

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.

Penn Today Staff

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.

Penn Today Staff

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.

Penn Today Staff



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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