behavioural-science

behavioural-science

Let’s (Not) Get Physical: Why Adding Physical Versions to Digital Products Can Undermine Their Value

New research by Rob Angell shows that adding physical versions to unique digital assets can reduce their value. This article explores the cross-format dilution effect and its implications for digital marketing strategy.

behavioural-science

Beyond Economics: Why Trump’s Return Demands a Rethink of Marketing Models and Teaching

As Trump returns to power and tariffs rise, core marketing models rooted in stability face new challenges. This article explores how political disruption is reshaping both marketing strategy and how the subject is taught in business schools worldwide.