Thought Leadership

The invasion of Ukraine has raised concerns that Russia may launch a cyberwar against the west. In recent years, cyberattacks have become more frequent, wreaking havoc on organizations around the world. Even the largest multinationals cannot escape the risk that such attacks pose to their longer-term viability.

Moscow's famed cyber prowess may not be as sophisticated as people believe, say Northeastern experts. And, Russia may not have the appetite to launch a digital war on top of a traditional one with tanks and bombs. “They don't want a war on two fronts if they don't have to,” says global strategy professor Luis Dau.

Spencer Fung, who runs a Hong Kong-based supply-chain manager, spoke to Northeastern students about the future of the global supply chain as businesses contend with a host of disruptions—from the continued rise of e-commerce to the COVID-19 pandemic.

Supermarkets and food banks complement one another in the U.S. food supply chain, a Northeastern professor studying food waste says. By donating less-than-perfect fruits and vegetables to food banks, supermarkets replenish their shelves with higher-priced, higher-quality goods, thus boosting profits.

An Adidas ad for its new line of sports bras, featuring a photo grid of topless women, made a splash online recently, prompting a mix of praise and criticism. But it may not be so black-and-white. Northeastern experts in body image and marketing weigh the pros and cons.

Rebrands are rare, says Paul Fombelle, who worked at one of the world's biggest advertising agencies before teaching marketing at Northeastern. For the franchise most recently known as the Washington Football Team, a new name and logo won't matter as much as the play on the field, he says.

Artists signing over the publishing rights to their songs for a pretty penny isn't new. But the latest trend is driven by a few important factors, say Northeastern professors with deep knowledge of the music industry.

Father Isaac Keeley, a 71-year-old Trappist monk who lives in a monastery in central Massachusetts, didn't know the first thing about using social media to take his beer business national. Then he received a call from the Digital, Analytics, Technology and Automation (DATA) Initiative team at Northeastern.

Despite rising inflation, supply-chain disruptions and pandemic lockdowns, business is booming for well-known luxury behemoths like Louis Vuitton, Cartier, BMW, and Rolls-Royce Motor Cars. Economic and marketing experts at Northeastern explain what's behind the sudden surge in spending on some of the finer things in life.