Author: Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University

Starbucks wants you to stay awhile – but shuttering its mobile-only pickup locations could be a risky move

Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill UniversityLeave a Comment on Starbucks wants you to stay awhile – but shuttering its mobile-only pickup locations could be a risky move

When Starbucks announced that it would phase out its mobile-order pickup-only locations beginning in 2026, it raised a question: Why abandon a format seemingly built for speed and efficiency? As Starbucks CEO Brian Niccol explained the decision in an earnings call, the pickup-only stores had a “transactional” feel, lacking “the warmth and human connection that […]

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Smart brands rein in ad spending when a rival faces a setback − here’s why

Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill UniversityLeave a Comment on Smart brands rein in ad spending when a rival faces a setback − here’s why

Imagine: You’re in charge of marketing for a major automaker, and your biggest competitor just recalled thousands of vehicles. Now customers are worried about the safety of cars like yours. Do you seize the moment and ramp up advertising to steal market share? Or do you pull back on ads, fearing that customers will connect […]

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