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To please both the planet and shareholders at the same time, firms must travel a triangular path.

A pair of 91���� marketing professors have unpacked the surprisingly intense and complicated emotional consequences of brand inauthenticity.

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.

China’s complicated and colorful e-commerce landscape gives us a sense of how livestream shopping is transforming retail. Si Xie, assistant professor of information systems and operations management, researches this new trend.