Academic Articles

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Published in Harvard Business Review

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Published in Harvard Business Review

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Published in Stanford University

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Published in Journal of International Marketing

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Published in Journal of Consumer Research

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Published in Journal of Marketing Management

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Published in Journal of Consumer Behaviour

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Published in Consumption, Markets, and Culture

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Published in Marketing Management

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Published in Stratega Business Magazine

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Published in Stratega Business Magazine

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Published in Stratega Business Magazine

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Published in Stratega Business Magazine

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Published in Stratega Business Magazine

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Published in Journal of Consumer Research

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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.

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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.

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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).

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