Feature Channels: Marketing

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Home entertainment has transformed. In a matter of years, we’ve gone from rabbit ears on the television to — come the November debut of Disney Plus — mouse ears on streaming media. What does that mean for Netflix and other competitors? What will the future bring for these companies and consumers?

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The Embodied Carbon in Construction Calculator (“EC3”) tool delivers the first digitized EPDs for construction materials in a free platform designed to accelerate early adoption across the entire construction industry.

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Advertising budgets and strategies used by beer companies appear to influence underage drinking, according to new research. The findings show that the amount of money spent on advertising strongly predicted the percentage of teens who had heard of, preferred and tried different beer brands.

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Researchers at Rutgers University say more consistent standards are needed for advertisers, journalists, influencers and marketers seeking to boost their visibility on platforms such as Google, Facebook and Instagram.

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Florida International University and MITRE, a not-for-profit corporation dedicated to research and development in the public interest, have entered into a strategic partnership to work on the most significant challenges facing the nation. The partnership will involve joint efforts to promote innovation to benefit the government and the public; enhance economic development in South Florida; and enhance FIU student talent development and preparation in key areas driving 21st century innovation and job creation.

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Feelings of neighborhood pride, interactions with tourists and a community’s laws can all influence how neighbors feel about short-term vacation rentals.

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The American Association of Endodontists continues to make great strides forward when it comes to creativity and communications excellence. The AAE is proud to announce it has received 27 MarCom Awards — its most awards in a single year to date — recognizing outstanding achievement by creative professionals involved in the concept, design and production of marketing and communication materials.

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The 2019 University of Virginia Investing Conference, hosted by the Richard A. Mayo Center for Asset Management at the Darden School of Business, turned its attention to the prospects for differentiated returns with a conference themed around “the future of alpha.” T

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Iowa State University's Innovation Corps site is helping scientists and engineers prepare to move their discoveries toward commercialization. A key part of the preparation: talking to prospective customers about their actual needs.

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A survey in the USC Annenberg Center for Public Relations’ 2020 Relevance Report reflects what brands, apps, politicians and influencers will be most relevant to U.S. consumers.

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Research is the first to outline universal strategies for large companies to grow market share

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Finalists in Grow-NY, a business competition for innovative food and agriculture startups, are fanning out through upstate New York to meet with potential business partners as they vie for $3 million in prizes.

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The American Association of Endodontists announced it has promoted Kim FitzSimmons, M.B.A., to the role of chief marketing & communications officer. As assistant executive director, marketing & communications, FitzSimmons has led the AAE’s initiatives in marketing, communications and public relations since February 2017.

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From maple syrup to apple cider to goat's milk soap, New York farms are growing sales in partnership with Cornell Cooperative Extension and Taste NY stores across the state.

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When clothing retailer Forever 21 announced its bankruptcy filing in late September, Arlesa Shephard, Buffalo State associate professor of fashion and textile technology (FTT), wasn’t surprised. Forever 21, which grew exponentially from the1980s through the 2000s selling cheap, trendy clothes, is planning to close 350 stores in the United States and abroad. Shephard has been researching the opposite trend — slow fashion — since 2013. Clothing in the slow-fashion model is made with more care from higher-quality fabric and with less harmful chemicals. The clothes cost more, but last longer.

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The University of Virginia Darden School of Business is making multiple enhancements to its Executive MBA program.

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“Fake news” stories targeting corporations may be obnoxious, but a new study finds that they likely pose little threat to well-established brands.

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The Association attributed the 41 percent surge to the success of its ongoing consumer engagement initiative, Worth Saving.

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China’s marketing landscape is a different machine than Western companies may be accustomed to. How a country evolves impacts consumer habits — which, in turn, should impact marketing practice. Western multinational firms seeking to expand need to shift their strategies — and might find they can apply some lessons to other markets.

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World of Warcraft became the centerpiece of research by scientists from Washington University in St. Louis and INSEAD, who found that when a firm changes its game’s rewards schedule and also limits how long gamers can play in a sitting, the firm can actually make more money — and people devote a smaller share of their time on gaming.

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We spend our days looking at them, talking to them, and touching them.

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Family businesses are unique and complex; they have aspects and layers to them that are unlike any other organizations. Professor June West and Alana Wall provide 10 recommendations for the resilient family business.

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People today constantly encounter claims such as "Advil kills pain," "coffee prevents depression," or "Hilary promises amnesty" as brands, news outlets and social media sites vie for our attention--yet few people take the time to investigate whether these statements are true.

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How to develop a personal brand as honest as Michelle Obama’s

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Darden Professor Raj Venkatesan surveys the streaming video landscape and discusses what the future may hold for companies and consumers.

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The researchers surveyed 143 tailgating adults (44 percent were female) who answered questions about their partners and their respect toward that person.

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New Cornell University research has found that people are more inclined to be swayed by positive recommendations posted online by attractive reviewers.

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UIC's new Starbucks allows students to develop a business from the ground up.

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New research by Vanderbilt marketing professor Kelly Haws helps explain why we match our friends' orders at a restaurant—but not exactly.

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A new study finds that the used video game market could benefit game manufacturers because it enables buyers of new games to look forward to eventually reselling the discs.

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The Rutgers School of Public Health and the Center for Tobacco Studies is excited to announce that Michelle Jeong, PhD, has joined the department of health behavior, society and policy, as an assistant professor, and Center for Tobacco Studies as a member.

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Wine Communicators of Australia (WCA) and the Adelaide Business School at the University of Adelaide are set to launch a national wine industry mentor program to boost the career trajectory of the next generation of wine communicators. The program will benefit people who will take a leading role promoting Australia’s wine industry in their public relations, marketing and communications careers.

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Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

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On August 4, a special session at the 71st AACC Annual Scientific Meeting & Clinical Lab Expo will shed much-needed light on the nuances of direct-to-consumer genetic testing.

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New research from the University of Notre Dame provides a framework of strategies to help managers yield larger returns on engagement.

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Travelers expect to pay less when they book longer stays at one hotel. But research from the University of Delaware shows that, on average, hotels quote a higher daily rate when guests stay for a longer duration. The research found that hotels add surcharges that guests aren’t aware of.

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Why are we willing to pay much more for a six pack of craft beer, a locally produced bottle of wine or a regional brand item, often choosing them over national brands? It's because when people prefer to "buy local," they more frequently base their decisions on price as a perception of quality, according to research from the Indiana University Kelley School of Business and three other universities.

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With U.S. President Donald Trump’s reelection campaign underway and more than 20 candidates vying to be the Democratic standard bearer, how the sides market themselves is more important than ever in a politically-fractured country, said Bruce Newman, a political marketing researcher at DePaul University.

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Researchers from University of Texas A&M and University of Texas at Austin published a new paper in the Journal of Marketing that examines how incumbent domestic companies can use marketing tools to counter the threat of foreign entrants after the domestic market is liberalized.