Academic Articles
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Business Case published in the European Journal of Marketing
This paper aims to use embodied theory to analyze consumer experience in a retail brandscape, Hollister Co. By taking a holistic, embodied approach, this study reveals how individual consumers interact with such retail environments in corporeal, instinctive and sensual ways.
Business Case published in the
Journal of Business Ethics
In this paper, we explore the consumer experience of responsibilization, wherein consumers are tasked with addressing social issues via their consumption choices. We study an approach to responsibilization which we label conscious pricing.
Business Case published in
Harvard Business Review
HBR’s fictionalized case studies present dilemmas faced by leaders in real companies and offer solutions from experts. This one is based on the case study “Acquiring Zipcar: Brand Building in the Share Economy,” by Susan Fournier, Giana Eckhardt, and Fleura Bardhi (Boston University School of Management, 2012).