Articles on Marketing

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Canadian orthoodontists were able to sell braces and other orthodental procedures by promising patients better lives with better teeth. (Shutterstock)

How did orthodontists sell orthodontics?

Why do Canadians have such straight white teeth? The story is in the marketing of orthodontics in Canada.
Is a cassette player an “ordinary object” or a “mystery”? It depends on whom you ask, and ethnography can help you ask the right questions. Yoshikazu Takada

Why teach ethnography to managers (in the big data era)?

Big data is all the rage in management circles and beyond, yet little is said about the understanding needed with such voluminous data. An important lesson can be learned from ethnographic research.
Do you distrust the companies that profit from the goods and services you buy? Research suggests most of us do. (Shutterstock)

Why we think businesses are out to get us

Research shows that consumers don't like it when businesses make money. Why?
An Ottawa high school student looks at plain cigarette packaging examples on World No Tobacco Day in May 2016. Tobacco companies are railing against Ottawa’s plans for plain cigarette packaging in Canada. THE CANADIAN PRESS/Sean Kilpatrick

Big Tobacco’s opposition to plain packaging is plain spin

The Canadian government is currently drafting regulations on plain packaging for cigarettes. Tobacco companies are trying to weaken the regulations via lobbying and misleading PR campaigns.
Gap released a back-to-school ad campaign a couple weeks ago which included a picture of a young girl wearing a hijab which raised many questions for many people. Gap Inc.

Gap back-to-school ‘hijab ad’ ignites social media

Gap's recent back-to-school ad campaign was praised for its portrayal of the diversity of children. One of the girls in the ads was wearing a hijab: this raised a huge debate on social media.
Through the 2018 WNBA All-Star game on July 28, viewership was up 38 percent compared to the same point last year. AP Photo/Stacy Bengs

The case for boosting WNBA player salaries

Like the WNBA, the NBA went through fits and starts in its early years. Yet despite drawing similar crowds in the 1960s, NBA players earned far bigger paychecks than today's WNBA stars receive.
Workers produce medical marijuana at Canopy Growth Corporation’s Tweed facility in Smiths Falls, Ont., in February 2018. The company wants a a “greenhouse outlet” to sell its products. THE CANADIAN PRESS/Sean Kilpatrick

Provinces prepare to push pot

Provincially owned cannabis retailers have a lot to do before cannabis goes on sale in Canada on Oct 17.
RyanAir like most airlines ise price discrimination techniques to attract customers. Find out how. Pxhere

A traveller’s guide to airline price discrimination

Price discrimination is a strategy companies use to charge different prices to consumers for the same or similar product or service. How does it work?
Aeroplan’s recent survey on consumer habits became a scandal for the company after people complained the questions normalized intolerant attitudes about immigration and male dominance over women. (Shutterstock)

Aeroplan’s troublesome ‘purity of the country’ survey is nothing new

The recent Aeroplan survey offended many consumers with questions they felt normalized intolerant views. But consumer research has a long history of learning about customers' values.
Prime Minister Justin Trudeau participates in an armchair discussion highlighting the federal budget’s investments in Canadian innovation at the University of Ottawa in March 2018. THE CANADIAN PRESS/Justin Tang

Made by humans: A recipe for innovation

Where and how do we learn to innovate? Our parents can’t teach us. Our bosses are trying to learn alongside us. Even post-secondary courses only provide us with the basics. Follow this recipe.

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