Smith Brain Trust

Marketing

Open Shop in Multiple Platforms

Online retail platforms dominate ecommerce. But in crowded markets, how can vendors stand out and maintain a competitive edge? Smith School professor Jie Zhang says vendors benefit from being in multiple places.

Mar 30, 2018
Predict Presidential Election Results

To win elections, there is a right way for political campaigns to spend their money, according to new research. Smith School professor Lingling Zhang and a co-author studied U.S. presidential campaigns for elections from 2004 through 2012.

Mar 31, 2018
What Uber’s Setback Means for Volvo

The name Volvo has long conjured up an image of safety. But the fatal crash involving an autonomous Uber vehicle puts the brand in new peril, says Smith School reputation expert Roland Rust.

Mar 28, 2018
Beware of the Pull of Prada

Research from Smith School professor Yajin Wang shows that luxury consumption triggers antisocial behavior, but only if the luxury product is perceived as rare and exclusive and is used in front of other people.

Mar 27, 2018
Recover From a Service Failure

It happens. Sometimes companies let their customers down. And when they do, they need to fix it fast, says Janet Wagner of the University of Maryland's Robert H. Smith School of Business.

Mar 26, 2018
Get the Most From a Shared Experience

Have a social outing coming up? Take a minute at the outset to make sure you're on the same page about what you each hope to get out of the experience. You'll have a better time, according to new research from Smith School professor Rebecca Ratner.

Mar 21, 2018
Calculate the Value of Social Media Buzz

How much is social media buzz worth to your brand? A new working paper, co-authored by Smith School professor Wendy W. Moe, quantifies the value of word-of-mouth mentions in terms of equivalent advertising dollars spent to influence consumers.

Mar 18, 2018
Shield Your Brand From Customer Misbehavior

Smith School professor Amna Kirmani explores how a company's corporate social responsibility activities might influence whether consumers will try to cheat the company.

Mar 14, 2018
Stop Flaunting Your Upscale Brands

If you've got it, don't flaunt it. That's the conclusion Smith School professor Rosellina Ferraro and two colleagues came to when they studied how people display the brands they use. Using brands in a conspicuous manner is a turnoff for many others.

Mar 12, 2018
‘Black Panther’ Isn’t Just a Great Movie; It's Great Marketing

It's not often that a film smashes box office expectations in quite the way that Marvel Studio's "Black Panther" has. But it's not often that a superhero film gets so many things so right – from the screenplay, to the casting, to the marketing, says the Smith School's Henry C. Boyd III.

Feb 22, 2018

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