Earlier this year, Yuna Kim, CSUF assistant professor of marketing, co-authored an article based on her research on the potential for a two-way conversation to enhance product development.
The two studies asked undergraduate students to generate new product ideas for the Starbucks brand. Each group of students were given brand information from different company sources.
In this article from Mihaylo College of Business and Economics, Kim shares what motivated her to undertake the research and what she learned from the studies.