Marketing Faculty Research

It’s one thing to be a force for good behind the scenes. Having consumers reward you for it, however, depends upon a unique combination of elements.

A Costello College of Business professor’s 2019 academic paper was one of the first to analyze the unique market features of the federal government contracting ecosystem.

A George Mason marketing professor is using AI to help organizations gain deeper insights into consumers based on very little information

Not only are retailers failing to retain and redirect business from shuttered physical locations, but their performance elsewhere also suffers as a result.

When government contractors merge, comparing their customers can predict a lot about how investors will respond to the deal.

Not all pharmaceutical companies are equally well-suited to surf the sea change that’s happening in healthcare.

How can you convince someone to give you their time or money free of charge? Focus on the head, not the heart.

There’s no one-size-fits-all solution to growing a franchise business. But stock market reactions to companies’ strategic moves can give you more than a clue.

The moment a brand publicizes its good works, it’s at risk of seeming cynical. A Mason professor offers research-based advice on how to generate lasting brand value from sustainability.

Marketing professor Tarun Kushwaha’s recent research finds that the effectiveness of brands’ growth strategies can be correlated with the state of the economy. Analyzing 17 years of data on U.K. brands, Kushwaha concludes that brands that prioritize assortment and wider distribution are in the best position to weather the ups and downs of the macroeconomic cycle.