A university study finds that, although brand essence, or authenticity, ideally comes through an association with the creator, one other proxy to measure essence is the recipe and manufacturing process. The study from the University of Iowa’s Tippie College of Business explored the brand essence of Ghirardelli Chocolate, whose founder, Domenico Ghirardelli, died in 1894.

Professor Peggy Stover, director of the U-I’s Undergraduate Marketing Institute, says she was shocked at how little people knew about the midwife profession. “In addition to birth care, prenatal care and post delivery care,” Stover says, “midwives also offer women’s wellness checkups, birth control, menopausal care.”

Six Tippie instructors have received recognition for outstanding teaching from student nominators: Jeff Ohlmann, Erin Nelson, Jim Chaffee, Ann Campbell, Rob Rouwenhorst, and Daniel Newton.

Consumers crave authenticity, but what, exactly, makes something authentic? A new study from the Tippie College of Business finds that consumers ultimately define a product’s authenticity and value by its essence, an abstract, unobservable quality that makes a thing what it is.

Each year the Tippie College of Business recognizes its faculty and staff with collegiate awards for excellence in teaching, research, and service. The 2022 award winners were announced at a ceremony on May 4, 2022.

A new Inside Sales Lab at the Tippie College of Business gives University of Iowa students hands-on experience in the art of sales.

Digital ads showing someone’s hand touching a product had higher engagement and were seen as more valuable by consumers.

Consumers who see a product on sale being virtually touched are more engaged and willing to pay more than if the item is displayed on its own, according to a recent research paper by Tippie's Andrea Luangrath.

This week marked what has been an increasingly high-profile tradition for Spotify users: Wrapped release day. It was a trending topic on social media as everyone revealed the new social cards showing off listening choices of the past year. No matter how weird or—let's be honest a little embarrassing—they were. So why do so many people do it?

Holiday shopping season longer than ever, but whether local or national, retailers need to capitalize early.