Scholarly Articles

This critical incident (CI) is a descriptive case following the decision of the National Marrow Donor Program (NMDP) to use virtual influencer, Lil Miquela, to engage 18-30 year-olds to join the NM

The critical incident offers a useful initial discussion about incorporating artificial intelligence (AI) into daily operations in a small business.

A small business owner used AI to create unique product label illustrations and unusual on-brand images quickly and at no cost, but this choice sparked criticism from members of the art community,

This critical incident details a collaboration between Nestlé’s Coffee Mate, a non-dairy coffee creamer, and The White Lotus, a popular television series.

The Somsenville destination marketing organization (DMO) contracted with a website design expert independent contractor, Robert Lazkowski, to create a website design as part of a tourism campaign.

Instructors can use this incident in multiple ways.

This critical incident highlights the use of generative AI in creative content industries and consumer reaction to the use of generative AI to create content.

Jim Farley, Ford CEO, saw a difference in electric vehicle (EV) customers as the industry moved from early adopters to early majority.

At the beginning of 2024, Sephora, a French luxury beauty retailer, had yet to react to social media posts from employees and shoppers complaining about the behavior of tweens in their US stores.

In 2021, Coach faced public backlash after a viral TikTok video alleged the company was destroying unsold handbags.

In 2023, Gallo saw an opportunity to grow its product lines by being first in the industry to specifically target the U.S. Mexican and Mexican-American market with a canned cocktail.

Four New York Ford dealerships filed a lawsuit on November 29, 2022 to stop the Ford Motor Company from implementing its planned Model e certification program.

A Peloton commercial faced criticism from both the media and the general public, with concerns ranging from sexism and unchecked privilege to promoting negative body image.

Nick Oda was a marketing consultant hired by Momo Ltd, a lingerie manufacturer based in Tokyo, Japan.

Pay-for-plasma collection is a new US$24b industry that is responding to a global shortage of plasma primarily for plasma derived medical products. The industry is mainly in the U.S.

Why are you trying to sound "Black"? Awkwafina, a Chinese/Korean-born American celebrity in movies, music, and television, had been approached with this question multiple times.

This critical incident presents a business dilemma faced by Monarch Beverage, the largest beer and wine wholesaler in Indiana. Phil Terry, CEO, had just received official notification from E.

SeatGeek is a rapidly growing company in a dynamic, complex, and controversial industry.

Peloton’s marketing team was excited to receive publicity from a highly anticipated new television series.