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Corporate communications professor Paul Argenti says a company’s reputation is an asset that should be protected and actively cultivated.
The "Buffett Rule" offers politicians a quick and easy way to frame the debate on tax rates for the wealthy. But it only tells part of the story, says professor Richard Sansing.
Burger King’s new menu and marketing campaign missed a chance to cash in on some valuable brand equity, says marketing professor Peter Golder.
The Federal Trade Commission wants to see a “Do Not Track” button on every web browser by the end of 2012. Tuck professor M. Eric Johnson explains what that will likely mean.
Firms innovate for developing countries and then export to the West.
Smartphones and e-commerce have changed the dynamics of bricks-and-mortar retailing. For professor Ron Adner, it’s an object lesson in reacting to innovation.
The department store has scrapped its endless promotions and given itself a makeover. Marketing professor Scott Neslin is guardedly optimistic.