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    Oh, Christmas tree: The economics of the US holiday tree industry

    Oh, Christmas tree: The economics of the US holiday tree industry

    How AI Chat Search Could Disrupt Online Advertising

    Spotify CEO cites “expensive” capital as factor in layoffs. What does that mean?

    EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

    EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

    Can Important Unions Collapse and Disappear?

    Can Important Unions Collapse and Disappear?

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    Why Is Everyone So Unhappy at Work Right Now?

    Scrapping the state’s liquor license law makes economic sense

    Scrapping the state’s liquor license law makes economic sense

    Airlines are frustrating travelers by changing frequent flyer program rules – here’s why they keep doing it

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    Shein & Forever 21 Strike a Deal

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Questrom and BU Means Innovation and Entreprenuership

    A new travel nightmare: New passport delays lasting 13 weeks

    A new travel nightmare: New passport delays lasting 13 weeks

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    Demotivating Effects of Relative Performance Feedback on Middle-Ranked Workers’ Performance

    Demotivating Effects of Relative Performance Feedback on Middle-Ranked Workers’ Performance

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

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    Newton Grandmother Scammed out of $20,000, Used Bitcoing ATMs to Send Money

    Which is better – a real or a fake Christmas tree?

    How AI Chat Search Could Disrupt Online Advertising

    Spotify CEO cites “expensive” capital as factor in layoffs. What does that mean?

    The Danger of Racial Colorblindness 

    The Danger of Racial Colorblindness 

    EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

    EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

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    The Cybertruck Must Be Huge—or It Will Dig Tesla’s Grave

    The Cybertruck Must Be Huge—or It Will Dig Tesla’s Grave

    Can Important Unions Collapse and Disappear?

    Can Important Unions Collapse and Disappear?

    The Right Amount of Cards, Cash and ID to Carry in Your Wallet

    Why Is Everyone So Unhappy at Work Right Now?

    Black Friday is almost here. What to know about the holiday sales event’s history and evolution

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      Where Should Your Company Start with GenAI? 

      Where Should Your Company Start with GenAI? 

      How Retailers Can Capitalize on the “Refund Effect”

      How Retailers Can Capitalize on the “Refund Effect”

      Should Companies Refrain From Making Political Statements?

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      Make It Safe for Employees to Speak Up – Especially in Risky Times

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      Will Generative AI Create a New Era of Search Competition?

      Will Generative AI Create a New Era of Search Competition?

      A Better Approach to Customer-Centric Messaging and Engagement

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      How Coworking Spaces Impact Employee Well-Being

      How Coworking Spaces Impact Employee Well-Being

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      Insights@Questrom
      • Our Insights
        • All
        • Business Challenges
        • Business Education
        • Business Functions
        Oh, Christmas tree: The economics of the US holiday tree industry

        Oh, Christmas tree: The economics of the US holiday tree industry

        How AI Chat Search Could Disrupt Online Advertising

        Spotify CEO cites “expensive” capital as factor in layoffs. What does that mean?

        EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

        EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

        Can Important Unions Collapse and Disappear?

        Can Important Unions Collapse and Disappear?

        The Right Amount of Cards, Cash and ID to Carry in Your Wallet

        Why Is Everyone So Unhappy at Work Right Now?

        Scrapping the state’s liquor license law makes economic sense

        Scrapping the state’s liquor license law makes economic sense

        Airlines are frustrating travelers by changing frequent flyer program rules – here’s why they keep doing it

        Airlines are frustrating travelers by changing frequent flyer program rules – here’s why they keep doing it

        Redirecting Innovation: Can We? Should We?

        Redirecting Innovation: Can We? Should We?

      • Videos & Podcast
        • All
        • Podcast
        • Videos
        S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

        Questrom $50K Case Competition: In the Trenches of Sustainability with Casella

        S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

        The Optimistic Pessimist

        Shein & Forever 21 Strike a Deal

        Shein & Forever 21 Strike a Deal

        S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

        Questrom and BU Means Innovation and Entreprenuership

        A new travel nightmare: New passport delays lasting 13 weeks

        A new travel nightmare: New passport delays lasting 13 weeks

        Leadership Communications

        Leadership Communications

        Demotivating Effects of Relative Performance Feedback on Middle-Ranked Workers’ Performance

        Demotivating Effects of Relative Performance Feedback on Middle-Ranked Workers’ Performance

        S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

        AI: What is it and how will it impact business?

        Is Creativity in Advertising Dead in the age of AI?

        Is Creativity in Advertising Dead in the age of AI?

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        Newton Grandmother Scammed out of $20,000, Used Bitcoing ATMs to Send Money

        Which is better – a real or a fake Christmas tree?

        How AI Chat Search Could Disrupt Online Advertising

        Spotify CEO cites “expensive” capital as factor in layoffs. What does that mean?

        The Danger of Racial Colorblindness 

        The Danger of Racial Colorblindness 

        EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

        EXPERT: IN-PERSON WORK ALONE WON’T FIX LONELINESS

        Can we count on carbon capture to abate climate change?

        Can we count on carbon capture to abate climate change?

        The Cybertruck Must Be Huge—or It Will Dig Tesla’s Grave

        The Cybertruck Must Be Huge—or It Will Dig Tesla’s Grave

        Can Important Unions Collapse and Disappear?

        Can Important Unions Collapse and Disappear?

        The Right Amount of Cards, Cash and ID to Carry in Your Wallet

        Why Is Everyone So Unhappy at Work Right Now?

        Black Friday is almost here. What to know about the holiday sales event’s history and evolution

        Black Friday is almost here. What to know about the holiday sales event’s history and evolution

        Trending Tags

        • Publications
          • All
          • Books
          • Harvard Business Review
          • Journals
          • Sloan Management Review
          How GenAI Could Accelerate Employee Learning and Development

          How GenAI Could Accelerate Employee Learning and Development

          AI Adoption in U.S. Health Care Won’t Be Easy 

          AI Adoption in U.S. Health Care Won’t Be Easy 

          Where Should Your Company Start with GenAI? 

          Where Should Your Company Start with GenAI? 

          How Retailers Can Capitalize on the “Refund Effect”

          How Retailers Can Capitalize on the “Refund Effect”

          Should Companies Refrain From Making Political Statements?

          Should Companies Refrain From Making Political Statements?

          Make It Safe for Employees to Speak Up – Especially in Risky Times

          Make It Safe for Employees to Speak Up – Especially in Risky Times

          Will Generative AI Create a New Era of Search Competition?

          Will Generative AI Create a New Era of Search Competition?

          A Better Approach to Customer-Centric Messaging and Engagement

          A Better Approach to Customer-Centric Messaging and Engagement

          How Coworking Spaces Impact Employee Well-Being

          How Coworking Spaces Impact Employee Well-Being

          Trending Tags

          Insights@Questrom
          Home Our Insights Business Challenges Risk

          Managing the Risk in Human Brands

          byInsights Editorial Team
          February 11, 2021
          in Risk
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          Managing the Risk in Human Brands
          Share on FacebookShare on TwitterShare on LinkedIn

          Human brands such as Calvin Klein and David Beckham – brands that are people as well as productized brands for sale in the marketplace – are at once hugely powerful as well as highly risky. In this article from the NIM Marketing Intelligence Review, Susan Fournier, Allen Questrom Professor and 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 them.

          Read the full article here. 

          Tags: Shuba SrinivasanSusan Fournier
          Insights Editorial Team

          Insights Editorial Team

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