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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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The Business of Broadway: When Art Meets Business
Cian, Luca; Eagan, Patt; Tennyson, TreTechnical Note DARDEN-M-1024-EMarketingWhile there will always be a place in this world for “art for art’s sake,” the artistic value of creative works need not be diminished by the application of commercial considerations. In fact, the argument can be made that both artist and consumer benefitStarting at €8.20
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Brand Activism
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTechnical Note DARDEN-M-0963-EMarketingThis technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can take. Specifically, students are introduced to the concepts of both progressive and regressive brand activism, in addition to the different causes the activist efforts may champion, whether social, legal, or environmental, to name a few. In order to ...Starting at €8.20