Columbia Business School Resources

The Buzz of Anticipation: How Creating Buzz Around a Product Makes Companies More Successful

Successfully creating buzz around products is an art that few companies are able to consistently master. Generating buzz is tough to achieve because it spreads mainly by word of mouth and can’t be created by advertising dollars. Recent examples of great buzz generation include the much anticipated Fox show “X Factor” debut, Amazon’s release of the “Kindle Fire” and Boeing’s Dreamliner aircraft that was just delivered to its first customer in Japan.

Beware of Marketers Bearing Plans to Reach “Influencers”

David Rogers shares his take on the idea of influencing customer networks.

Coke vs Pepsi: The Battle to Avoid Fizzing Out

In this Vanity Fair video, Bernd Schmitt and Matthew Quint of the Center on Global Brand Leadership deconstruct the cola wars, from the Pepsi Challenge to “I’d Like to Buy the World a Coke.”

Leaving on a Jet Plane: The Surprising Benefits of Living Abroad

Vikram S. Pandit Professor of Business Adam Galinsky finds surprising benefits from living abroad.

Double Impact: Entrepreneurs Prove that Life is Too Short for Just One Career

On May 30, Philip James ’05 wrote an e-mail to his team at Lot18, the wine e-commerce site he founded in 2010 that has since raised more than $44 million from investors. “Starting in June, I’ll be riding my motorcycle around the world in order to raise money for Wine to Water, a charity that … Continued

Want to Exercise More? Write Yourself a Letter

The act of writing a letter to yourself 20 years in the future is shown to enhance commitment to exercise more. The simple act of penning a note to your future-self will increase your likelihood of exercising and push you to workout longer, according to a new study from Columbia Business School’s Michael Slepian.