Marketing in a Recession

Faculty Opinion: Marketing in a Recession

Tough times present opportunities as well as challenges. There are tactics that can help marketers survive—even thrive—in a recession. Professor Kevin Lane Keller gives guidelines to improve the odds for success during this time.

Explore the upside of actually increasing investment. Does it pay to invest during a recession? Although the severity of the current economic downturn may involve some uncharted territory, 40 years of evidence from prior recessions suggest that firms willing to invest in marketing during a recession have, on average, improved their fortunes, compared with firms that chose to cut back. more »

Decisions, Decisions

Decisions, Decisions...

Professor Sydney Finkelstein discusses the science of decision making.

"What were they thinking?" is an irresistible thing to ask when someone makes a big mistake. And it's a question that Sydney Finkelstein, Steven Roth Professor of Management, spent a lot of time asking while researching his latest book, Think Again. more »

Advanced Issues

Advanced Issues in Accounting

Q&A with Professor Phillip Stocken. more »

Data Hemorrhages

Data Hemorrhages

Popular peer-to-peer (P2P) Internet-based file sharing networks that allow users to share music and videos may also inadvertently expose America's health care patients, providers, and payers to identity theft. more »

Upstream, Downstream in an Innovation Ecosystem

Professor Ron Adner raises new issues regarding the design of business models in the collaborative partnerships known as innovation ecosystems. His study reveals that where your challenges lie in the org chart can make a real difference in your outcomes. more »

Pay to Play: The Costs of Active Investing

New research by Professor Kenneth R. French quantifies the costs of active investing and provides strong evidence that a passive approach is better for most investors. more »

Timing DVD Releases

Professor Y. Jackie Luan has created an elegant econometric model of consumer choice and applied it to the trickiest balancing act of all: maximizing DVD sales without cannibalizing box office receipts. more »