As a small-business owner, a key to marketing your goods is to place yourself in your customers' shoes and perceive purchasing your products from their points of view. Understanding your customers' ...

Making decisions for your small business might seem to require wisdom beyond your capabilities. However, if you are methodical about your decision-making process, there is a better chance that your ...

Creating experiences that meet customers' cognitive and emotional needs can inspire a sense of belonging and understanding and strengthen brand connection. A 2015 Harvard Business Review report showed ...

For business leaders, the task of business decision-making is becoming more daunting. In tandem with our increasingly connected world, the challenges they face today have become more complex as a ...

Over the last several months, the retail industry has experienced seismic shifts in how retailers operate day to day and connect with customers. The pandemic flipped traditional business models and ...

James Martin, Ph.D., Associate Dean and Professor of Marketing, John Carroll University When it comes to the innovation process, executives and product developers often come to the conclusion that the ...

For an industry where the purchasing process was long defined by showrooms, a handwritten number slid across the desk and multiple back-and-forths with “the manager,” this data makes one thing ...