Extreme Users

Qualitative segmentation is a blend of art and science. There are a variety of sampling methods researchers use to guarantee a pool of participants that is representative of their target market. But for innovation research, we suggest ignoring those sq…

Doing Well While Doing Good

Purpose: To examine the mechanics—social, geographical, and logistical—of producing sustainable fashion apparel as a hybrid company (a company that is part-commercial and part-altruistic; i.e., pursues two goals: profitability and environmental/social …

How Firms Fail at D&I

This paper analyzes the impact that inclusive marketing practices might have on society using modest fashion as a case study. The study employs an ethnographic approach to discourse analysis and explores the impact of modest fashion in reshaping the bo…