Posts by Ch Siddharth Nanda
Brand activism: A strategic imperative for business and management education
As stakeholder capitalism gains traction, the rise of brand activism—in which companies actively engage in sociopolitical and environmental discourse—has reshaped the strategic function of brands. This article investigates brand activism from both theoretical and practical perspectives, providing suggestions for business schools on how to incorporate this phenomenon into the curriculum, research, and leadership development. This…
Read MoreNeuromarketing in business schools: A path to deeper consumer understanding
In today’s digital age, businesses rely more on data to understand customer behaviour, and as a result, neuromarketing has evolved as a cutting-edge technique that combines neuroscience with marketing. Neuromarketing investigates how customers’ brains respond to diverse marketing stimuli, providing knowledge about emotions, preferences, and subconscious reactions that standard research methods sometimes ignore. This interdisciplinary…
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