Author: Scott Friend, Professor and Schaefer Endowed Chair in Marketing, University of Dayton

Across the business world, companies often double down on struggling ideas, retreating only after clear evidence shows they won’t work. A recent spectacular example was Meta’s metaverse push. After the organization invested US$80 billion over several years, it announced changes in March 2026 that all but abandoned its grand strategy. But many companies are following […]