Bauer Business Minds: Research for the Real World.
Bauer Business Minds: Research for the Real World - C. T. Bauer College of Business, University of Houston
Dr. Vanessa Patrick

Holiday retail sales in the U.S. are forecasted to be $729.3 billion in 2019! In fact, THIS is the week in which folks are most likely to be doing their shopping. Are you one of them?

It is no wonder that in the last few editions of this newsletter, we have been featuring retail-related stories. Today’s first story provides some insight regarding retailing trends by Professor Sesh Tirunillai in which he emphasizes (amongst other things) the indispensability of real-time data for marketers and retailers alike.

Our second story takes a step back to provide a big picture perspective on the creative use of data and how it has the potential to spur change in organizations.

The final story is also reminiscent of the season…cuddly polar bears, nostalgic music and uplifting messages (is anyone else thinking Coca-Cola’s Christmas ads? See the latest one from 2019 here). In this research, Prof. Tirunillai looked at a large database of YouTube ads to provide invaluable insights and measurable guidelines into the factors that drive virality of online digital content.

Happy Reading and Happy Holidays! We will see you again in the New Year!

Dr. Vanessa Patrick
Associate Dean of Research
Bauer Professor of Marketing


Big Data Plays Big Role in Retail
Bauer Researcher Shares Insights from Retail Thought Leadership Conference

Photo: Retail

C. T. Bauer College of Business Assistant Professor of Marketing Seshadri Tirunillai attended the Retail Thought Leadership Conference at the University of Arkansas in October. The invitation-only gathering puts a spotlight on some of the latest innovations and future trends for retailing at a time of major transformation.


Creative Data Use Spurs Change in Competitive Strategies
Bauer Research Analyzes Big Data and How Orgs Utilize Opportunities

A new study by Betsy Gelb, the Marvin Hurley Professor of Marketing & Entrepreneurship at the C. T. Bauer College of Business illuminates how change spurred by creative data use is unfolding in organizations ranging from banks, to manufacturers, to airlines. The work sheds light on competitive strategies available for big and small businesses.


Going Viral
Bauer Researcher Looks at Factors to Make Videos Viral

Assistant Professor of Marketing Seshadri Tirunillai of the C. T. Bauer College of Business sought to document what drives ad sharing on Facebook, LinkedIn, Twitter and Google+.


The C. T. Bauer College of Business is an AACSB Accredited Business School.

The University of Houston is an EEO/AA institution.