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Author: Ryan Underwood

Marketing radically new products requires a dose of familiarity

Oct. 4, 2011—Consumers adopt innovation only when the costs—and risks—are low, says Vanderbilt marketing professor Steve Hoeffler.

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Why VW scored at the Super Bowl

May. 18, 2011—The reason Volkswagen’s Star Wars-themed Super Bowl ad featuring a lovable little Darth Vader worked so well may lie in its narrative complexity, says Vanderbilt marketing professor Jennifer Escalas.

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Can lessons from manufacturing cure health care?

Feb. 1, 2011—Using Vanderbilt University’s Trauma Care Center as a case study, Owen Graduate School of Management professor Nancy Lea Hyer asks how operations management can help improve health care. With millions of new patients coming into the U.S. health care system over the next decade, the term “operations” is taking on a whole new meaning in...

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