James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)
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
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
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
Rather than follow consumer taste, they push it in a new direction.
Researchers: Ashlee Humphreys and Gregory Carpenter
February 1, 2019
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
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
A primer on how late-entering companies can compete with pioneers.
Researchers: Venkatesh Shankar and Gregory Carpenter
November 4, 2013
Creating a market orientation
Researchers: Gary F. Gebhardt, Gregory Carpenter and John F Sherry Jr.
April 1, 2009