A new Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales. Read an in-depth recap of this research here:...

Do you know the financial value of Gatorade's or Netflix’s customer base? If your answer is no, you're not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. This Journal of Marketing study shows that...

What happens when legal changes aimed to prevent frivolous lawsuits make it more difficult for shareholders to hold managers accountable? This Journal of Marketing study documents the unintended consequence of firms becoming less likely to recall products. Read an in-depth recap of this...