This is what we call the "rivalry reference effect". Consumers perceive rivalry-based messages as chapters in an ongoing narrative rather than isolated marketing claims.

After listening to what he had to say, I was committed.” Stories do that. They transmit values and help us build meaning. They are not simply about informing but about moving people*. And in doing so, ...

Consider the Takata airbag recalls that rocked the automobile industry and allegations of child slavery in chocolate supply chains. Supply chains have not only become more vulnerable to geopolitical ...

What’s holding companies back from taking full advantage of the technology, and which trends should they keep in mind?

Tackling the invisible but growing problem of refrigerant emissions requires more proactive businesses in the ecosystem.

An executive education programme created by INSEAD and its partners is making a measurable, enduring impact on early childhood development. Loading the Elevenlabs Text to Speech AudioNative Player ...