Thought Leadership
The lifeblood of a business school is its faculty, and at the University of Maryland's Robert H. Smith School of Business our faculty members are inspiring, supportive and world-class. We are attuned to a marketplace that values innovation, entrepreneurialism, analytical thinking and hard work. Our teaching and research equips students with the wisdom of business scholarship rooted in the experiential lessons of the marketplace.
February 8, 2021
Super Bowl Ads That Scored—Even When the Game Didn’t
Which commercials from the Big Game flopped, flourished or found the right tone?
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Super Bowl Ads That Scored—Even When the Game Didn’t
January 26, 2021
A Pandemic Playbook for Super Bowl Advertisers
With the Super Bowl less than two weeks away, marketers are gearing up for this year's latest batch of advertisements. But after such a tumultuous year, what's the right tone for advertisers to strike?
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A Pandemic Playbook for Super Bowl Advertisers
January 21, 2021
Who Wins With Sponsored Content Advertising?
Media platforms fiercely competing with other outlets for ad dollars should be cautious when evaluating the profitability of this new ad format, finds new research.
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Who Wins With Sponsored Content Advertising?
January 13, 2021
Why Brands Are Rethinking Their Political Giving
Several corporations say they're halting or suspending donations to the 147 lawmakers who voted against certifying the election.
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Why Brands Are Rethinking Their Political Giving
January 8, 2021
The Trends That Will Shape Marketing in 2021
What are the major trends that will affect business and marketing in 2021?
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The Trends That Will Shape Marketing in 2021
January 5, 2021
How to Find the Right Influencers
Influence is happening at all levels across social networks online and marketers are scrambling to figure out the best people to target to spread their messages. New research has a better way to find them.
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How to Find the Right Influencers
December 3, 2020
YY Live Is No Luckin
Is YY Live a strong buy? Or is it, as Muddy Waters short-selling research firm asserts, a live-streaming service full of bots and 'sham transactions'? Why YY Live is better positioned than Luckin was, in the face of Muddy Waters' fraud allegations.
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YY Live Is No Luckin
November 19, 2020
How Moving Helps Global Charities
New research finds people who move more are more connected with the world and donate more to charities outside their local area.
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How Moving Helps Global Charities
November 18, 2020
Retailer Survival and Success After COVID
In the pandemic shopping era, two key factors are giving certain retailers a boost – and even helping them thrive.
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Retailer Survival and Success After COVID
October 14, 2020
Five Pandemic Lessons for Shoppers
Brick-and-mortar stores are being forced to innovate, renovate, and invent new ways to attract consumers and keep them entertained. Here's what the upheaval means for shoppers.
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Five Pandemic Lessons for Shoppers