The Center supports and conducts research for both executive and academic audiences. Our aim is to share knowledge in various areas affecting how organizations build brands, looking in particular at changing trends in business, consumer behavior, and technology.
Research Highlights: Practitioner
Business Models for the Internet of Things: 5 Strategic Questions
The Center on Global Brand Leadership, with the support of SAP, released Business Models for the Internet of Things: 5 Strategic Questions (2016), a research study that examined the interest among companies to take advantage of the burgeoning possibilities created by the growth of internet connectivity and chip development driving the creation of the Internet of Things.
What Is the Future of Data Sharing?
The Center on Global Brand Leadership, in conjunction with the Aimia Institute, released What Is the Future of Data Sharing? Customer Mindsets and the Power of Brands (2015), a research study that examined how consumers think about data sharing, with an aim to uncover the deeper nuances of this behavior.
Showrooming and Mobile-Assisted Shoppers
The Center on Global Brand Leadership, in conjunction with the Aimia Institute, released Showrooming and the Rise of the Mobile-Assisted Shopper (2013), a research study that looked at how people are actually using their mobile devices in stores, what motivates their decisions to buy online vs. in-store, and what strategies retailers and brands should be thinking about to drive their purchasing behaviors.
Marketing Measurement in Transition
The Center on Global Brand Leadership and the New York American Marketing Association released the Marketing ROI in the Era of Big Data study as part of the BRITE '12 conference.