Research Keyword

How companies plan their marketing spend can impact long-term category growth, a recent study finds.

Nearly a century later, the Second World War conflict between Japan and China is still having an impact on brand sales, a new study finds. With such a lasting influence, how can brands navigate historical events?

Professor David Soberman weighs in on why popular American retailers struggle to stay in business north of the border.

In the wake of the #OscarsSoWhite controversy, the Academy added more women and racial minorities to its ranks. But did it have an impact on who got hired to work on films?

In a world where brands compete for our attention, creating emotional connections through anthropomorphism can make a significant impact. Professor Pankaj Aggarwal shares insights on the pros and cons of humanizing brands and how it's changing today.

Consumers who spend more time deliberating about a product are more likely to make the most out of their purchase, new research finds.

A CEO’s letters, speeches and tweets reveal more than you might think, especially in a time of crisis. In their book, Rotman professor Joel Amernic and co-author Russell Craig share decades of insight on the strategic language of CEOs.

A film screening and discussion with Coded Bias film maker Shalini Kantayya and Rotman professor Sarah Kaplan. Kantaya’s documentary asks two key questions: what is the impact of artificial intelligence’s increasing role in governing our liberties? And what are the consequences for people stuck in the crosshairs due to their race, colour and gender?