Business Challenges: Risk

Human brands such as Calvin Klein and David Beckham are at once hugely powerful as well as highly risky. In this article Susan Fournier, Dean at Boston University Questrom School of Business, and Giana Eckhardt, Professor of Marketing at Royal Holloway University of London, explain how managers can harness the power of human brands while reducing the risk associated with

BU Questrom marketing expert explores how the ability to track our online activity impacts the digital economy.