Harold T. Martin Professor of Marketing; Director of the Center for Market Leadership
Take 5: How Fear Influences Our Decisions
Our anxieties about the future can have surprising implications for our health, our family lives, and our careers.
Researchers: Chethana Achar, David A. Matsa, Derek D. Rucker, Dimitris Papanikolaou, Cynthia S. Wang, Gregory Carpenter and and coauthors
February 23, 2023
Take 5: The Surprising Ways Emotions Shape Consumer Behavior
Companies, take note—emotions like anger, fear, and anticipation can impact what ends up in consumers’ shopping carts.
Researchers: Michal Maimaran, Gregory Carpenter, Aparna Labroo, Derek D. Rucker, Matthew D. Rocklage, Loran Nordgren and and coauthors
November 9, 2022
When It Comes to Investing in Product Innovation, Large CPG Companies Could Learn a Lot from Their Smaller Competitors
New research suggests that, instead of aiming for big breakthroughs, large companies should focus on incremental but meaningful improvements.
Researchers: Marcel Corstjens, Gregory Carpenter and Tushmit Hasan
May 3, 2021
How the Specter of Contagious Disease Changes What We Want to Eat
Consumers turn to old standbys like Campbell’s Soup and Oreos. Here’s why.
Researchers: Chelsea Galoni, Gregory Carpenter and Hayagreeva Rao
November 2, 2020
How Have Top Marketers Responded to the Pandemic? With Rapid Innovation.
Leaders in industries from healthcare to casual dining are fast-tracking changes to the customer experience. Here are four of their stories.
Researchers: Eric Leininger, Nicholas Caffentzis, Gregory Carpenter, Patricia Corsi, Joel Yashinsky, Sandra Moore and Dana Krueger
June 11, 2020
Should You Ignore What Your Customers Want? The Great Winemakers Do.
Rather than follow consumer taste, they push it in a new direction.
Researchers: Ashlee Humphreys and Gregory Carpenter
February 1, 2019
How Marketing Leaders Can Thrive Amidst “Tectonic” Shifts in Expectations
Four experts discuss CMOs’ unique opportunity to drive growth and collaboration across their companies.
Researchers: Gregory Carpenter, Eric Leininger, Diane Brink and Jim Stengel
October 1, 2018
Marketing Goes Off-Script
Behind the scenes with three organizations that are successfully engaging customers.
Researchers: Gregory Carpenter, Farhad Manjoo, Matt Simpson and Kathy Button Bell
February 1, 2016
The Second-Mover Advantage
A primer on how late-entering companies can compete with pioneers.
Researchers: Venkatesh Shankar and Gregory Carpenter
November 4, 2013
Walking the Walk
Creating a market orientation
Researchers: Gary F. Gebhardt, Gregory Carpenter and John F Sherry Jr.
April 1, 2009