Quotes from John Quelch

If you can promise a vital and vibrant research environment as well as great students to your faculty, you can recruit some top faculty. The top faculty on your roster will then help you to attract further top students in your program.

You have lines of people outside Apple stores waiting for the latest iPhone, which adds to the hype around new product launch. So scarcity has value not just in its own right, but as a basis for free PR - it can become a story on the nightly news.

Product downsizing in the face of inflation in order to maintain retail price points has long been used by food companies, notably manufacturers of candy.

Consumer behaviour changes in a glacial fashion.

Consumers around the world are excited to share common experiences.

Obama and Clinton make an interesting contrast in brands.

The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.

Understanding place is critical to achieving corporate growth.

When we're talking about brand, we're talking about what does the brand stand for. And when we're talking about approval, we're talking about whether or not I approve of what the brand stands for.

Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop.

There are a lot of thought leaders who don't want to see their students. We don't want to hire them. If students are allured to come to the school because of famous faculties, and if they never see them, that leaves very bad taste.

Instead of being focused on teaching what we already know, we now have to be focused on creating new knowledge that is China-based, because it's absolutely clear that China is going to shift from a production economy to a knowledge economy.

Paying extra for prime placement can often pay off.

There are distinct categories of consumers, each of which needs to be addressed in a different way.

Personal brand equity erodes much faster than corporate brand equity.

Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.

I think part of the problem that the Republicans have is that the base has, in many cases, certain litmus test issues on which they are black and white on their thinking.

The federal government should not be in the business of initiating and administering short-term incentive programs designed to shape consumer purchase behavior.

What you don't do is contacting someone you haven't reached out for 10 years and asking for money.

It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.

Every time there is a recession, consumers will typically be more cautious, more conservative, take more time, and make more serious price-performance trade-offs.

You certainly don't want to market the president as if he or she were a box of breakfast cereal.

America's health depends on all businesses, not just healthcare companies, to do their part.

It's pretty challenging in a small country to develop a business school with a world-class reputation because of the problem of attracting a critical mass of top-class researchers.