Wharton Senior Lecturer of Marketing Annie Wilson explains that consumer decisions are driven by their values.
EPISODE OVERVIEW
Wharton marketing lecturer Annie Wilson explains how brands face challenges when different customer segments have incompatible expectations. In her and Tyler Wry’s book, The Growth Dilemma, they highlight how segmentation, identity signaling, and brand architecture affect long-term growth. The conversation explores frameworks for managing segment relationships, the risks of ignoring value-based segmentation, and how AI can assist in identifying emerging conflicts.
PODCAST OVERVIEW
Every day, business scholars answer pressing questions in their research – but what do their insights mean for you? In this podcast, Wharton faculty dive into what inspired their studies and how their findings resonate with the world today. Learn how research insights translate into knowledge you can use, with host Dan Loney.
Learn more at http://whr.tn/rippleeffect.
#Marketing #Brands #Branding #MarketingTips #MarketingStrategy
