Marketing
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Office Hours: Prashant Malaviya Reviews Super Bowl Advertisements and Discusses Emerging Trends
Prashant Malaviya, professor of marketing and senior associate dean of MBA programs Earlier this month, more than 100 million viewers tuned in to watch Super Bowl LVI. The annual sporting event co
Category: News Story
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Letter: Purpose before profit can give brands an edge
“A big reason that “purpose” may be important for individual brands, as well as the corporate house, is the motivation of some consumers to align themselves with brands that authentically embrace a greater mission than pure profit. For some, mostly younger audience segments, mission or purpose is the primary motivation to choose between competitive brands. So, while my household has Hellmann’s in the fridge because it makes our sandwiches and salads delicious, others may want a brand that plays an authentic role in societal issues,” said Charles Skuba, professor or the practice at the McDonough School of Business, Georgetown University.
Category: In the News item
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Sticker shock over holidays could shake up how retailers, consumers think about sales
Luc Wathieu, a professor of marketing at Georgetown University’s McDonough School of Business, said retailers don’t need to dangle discounts in the same way this holiday. In fact, he said, retailers would be silly to do so.
Category: In the News item
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Sitting Out the Season: A Record Number of Americans Say They Won’t Be Buying Holiday Gifts This Year
Karthik Easwar, an associate professor at Georgetown University’s McDonough School of Business who specializes in consumer psychology, said he agrees that the pandemic’s economic impact has been stark and uneven…”We all experienced the pandemic, but some experiences were very different for different parts of our society — especially our workforce,” said Easwar.
Category: In the News item
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8 Companies That Changed Their Names to Signal a Strategy Shift
Neeru Paharia, an associate professor at Georgetown University’s McDonough School of Business whose research focuses on brand signaling, said that the rebranding allowed Dunkin’ to diversify its product offerings.
Category: In the News item
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Facebook’s New Name Draws Critics, But at Least It’s Not Tronc
Luc Wathieu, a professor of marketing at Georgetown University’s McDonough School of Business, said Facebook’s new name might help it create some psychological distance from its problems with consumers, though he was skeptical of that strategy’s effectiveness, or whether that was even the point.
Category: In the News item
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Marketing Professor Partners with Ad Council for IMC Practicum
Ronald Goodstein, associate professor of marketing at Georgetown McDonough, partnered with the Ad Council to sponsor a practicum in his Integrated Marketing Communications (IMC) class. The practicum
Category: News Story
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Undergraduate Program Virtually Celebrates Graduates in Awards Ceremony
Georgetown’s McDonough School of Business recognized students graduating from the Undergraduate Program on Saturday, May 22, during the school’s annual Tropaia. Watch the virtual ceremony. View the v
Category: News Story
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Office Hours: Neeru Paharia on the Unique and Sustainable Traits of Luxury Brands
Today’s products are designed to be convenient, and this has negative implications for each of us individually, as well as for the world as a whole. As many luxury and high-end brands start to fo
Category: News Story
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Young Investors See a ‘Buying Opportunity’ If Biden Raises Capital-Gains Taxes on America’s Millionaires
“There are some who may view it as, ‘Oh, here’s my opportunity to get on board,’” said James Angel, professor.
Category: In the News item