Cranfield Researchers Publish Work on Social Identity and the Marketplace
A team of Cranfield School of Management researchers published telling information on why social identity is so important in the marketplace. Dr. Emma Macdonald and Professor Hugh Wilson, along with former PhD student Guy Champniss, have this article published published in the Harvard Business Review (HBR).
Their article explores how social identities guide people’s behaviour at any given moment. Dr. Macdonald commented: “Over the past five years, we have been studying how social identity shapes customers’ behaviour, working with organisations in sectors as diverse as consumer packaged goods, retail, professional services, and philanthropy. We know that companies can subtly influence which social identities customers will tap into and can even foster new identities altogether with very little effort.”
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