Marketing

Prof Susan Fournier on the Success of Canada Goose

"People started to think about hardcore Canadians braving the cold, and so it became a fad and then transitioned from a fad into a strong brand." More

Susan Fournier Delves Deeper Into Social Listening in HBR

To tap social listening’s potential as a source of strategic inspiration, think like a market researcher. More

Shuba Srinivasan Quoted in CRM Buyer

Email marketing is a key strategy for retailers this holiday season, and the subject line makes the first impression. More

Susan Fournier in HBR: Making Meaning out of Big Data

The Questrom Professor in Management says that the meaning within consumer data lies with social media, such as pictures and comments on products, not with percentages. More

Wall Street Journal, BBC Spotlight Georgios Zervas’s Research on Fake Online Reviews

Media references SMG assistant professor’s paper “Fake it Till You Make it” The Wall Street Journal has repeatedly spotlighted the research of Georgios Zervas, Boston University School of Management assistant professor of marketing, on the consequences of fake online reviews. Both... More