Bruce Clark All Experts

Associate Professor of Marketing, Frank Murphy Family Fellow, MBA Marketing Career Track Chair

Expertise

Contact

b.clark@neu.edu

617.373.4783

Bruce Clark In the Media

Bruce Clark for Northeastern

Welcome to the ‘Pumpkin Spice Economy’

Starbucks rolled out its polarizing Pumpkin Spice Latte this week, and it’s not even fall yet! Whether you love it or hate it might have to do with not only your taste buds, but your anxiety over what Northeastern business professor Bruce Clark calls “seasonal creep.”
- by Molly Callahan August 30, 2018
Amazon opened a cashier-free convenience store. What does it mean for the future of retail?

Amazon opened an automated convenience store on Monday in Seattle, enabling shoppers to scan their smartphones with the Amazon Go app, grab what they want from the 1,800-square-foot mini-mart, and leave without paying a cashier. We asked associate professor Bruce Clark what this could mean for the future of retail.
- by Jason Kornwitz January 24, 2018
Why Dunkin’ might drop the ‘Donuts’ from its name

William Shakespeare wrote that “A rose by any other name would smell as sweet.” Dunkin’ Donuts seems to agree. The company is giving a new name—just “Dunkin’”—a test run. We asked Bruce Clark, associate professor of marketing, why, and if it’s likely to matter.
- by Molly Callahan August 8, 2017
Will malls survive in the e-commerce age?

If you’re headed out to a mall this holiday weekend to score some Fourth of July deals, chances are you’ll notice some empty storefronts. As a “retail meltdown” grips mid-market department stores, we should expect some changes in the ways malls work, says business professor Bruce Clark. While malls aren’t an endangered species, he says, they must build stronger connections to consumers to stay relevant.
- by Molly Callahan June 29, 2017
Do Super Bowl ads pay off?

The average cost of a 30-second Super Bowl ad reached $5 million this year, up from $2.4 million in 2007. With the big game just two days away, we asked professor Bruce Clark, an expert in marketing strategy and managerial decision-making, to weigh in on the pros and cons of shelling out beaucoup bucks for a half-minute spot during one of the year’s most-watched TV events.
- by Jason Kornwitz February 3, 2017
3Qs: What the Lochte saga can teach us about branding

After getting dropped by all his major sponsors, Olympic swimmer Ryan Lochte signed a new endorsement deal with a little-known cough drop company. It’s a potentially low-risk, high-reward move for both the athlete and the brand, says professor Bruce Clark.
- by Jason Kornwitz August 30, 2016
Faculty experts weigh in on Volkswagen scandal

VW’s admitted installation of software in diesel cars to cheat emissions tests raises questions in fields ranging from law and business to the environment, public health, and technology. We asked Northeastern faculty experts to discuss these issues.
- by Thea Singer September 30, 2015
3Qs: The ‘Anchorman 2’ marketing blitz

The movie’s marketing campaign ranges from social media outreach to television appearances by character Ron Burgundy. The strategy is innovative, if not somewhat limited in its ability to be replicated, says Bruce Clark, an associate professor of marketing.
- by Greg St. Martin December 13, 2013

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