Insights From

Kimberly A. Whitler

WHAT MAKES A GREAT SUPER BOWL COMMERCIAL?

Professor Kimberly Whitler shares five characteristics that better ads tend to have in common.

Fortune 100 CEOs: What We Can Learn From Their Stories About Making It to the Top

How did CEOs of Fortune 100 companies come to helm the world’s largest businesses? And is there anything we can learn from their stories that might suggest lessons about how they made it to the top? Professor Kimberly Whitler looked into the education and career choices of every Fortune 100 CEO and made some surprising discoveries.

Marketing in China: 6 Lessons

China’s marketing landscape is a different machine than Western companies may be accustomed to. How a country evolves impacts consumer habits — which, in turn, should impact marketing practice. Western multinational firms seeking to expand need to shift their strategies — and might find they can apply some lessons to other markets.

Principles and Purpose: A Statement on Stakeholders

A group of prominent CEOs recently issued a statement encouraging business to create value for all stakeholders, not limited to investors. Ed Freeman and his colleagues have been working with Stakeholder Theory for decades. Here, Darden professors across disciplines offer examples of how businesses can (or already are) prioritizing stakeholders.

Under the Influence: Influencer Marketing

Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

Women on Boards: Inclusion vs. Influence

Research shows that corporate boards with gender diversity are more effective than those without. But while the percentage of women on boards has risen, few are reaching positions of power. Professor Kim Whitler and colleague Deborah Henretta discuss the difference between presence and influence.

5 Keys to Creating an A1 Analytics Culture

How successful firms use data: Car insurance comparison site Compare.com drove completion rates thanks to its analysis of customer behavior and web traffic. It serves as a case in point on the five key traits of organizations with exceptional cultures of experimentation.