Journal of Consumer Research

JCR publishes papers of the highest quality on topics in consumer research. Editors: Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen, and Stacy Wood.

For Your MBA Class: Innovation Mindsets and Covid-19 Entrepreneurs

The JCR Teaching Series is an evolving collection of teaching materials featuring research from the JCR community.  Download these PowerPoint slides and embed them in your lectures as a “mini-case” to help students think about new consumer research and how it applies in the world around them.  Each set of slides in the series suggests one required reading and a few optional readings for added depth.

Here, Cait Lamberton and Stacy Wood discuss the research that describes one silver lining in the pandemic — an increased ability to create and enact change in the marketplace. Download JCR Teaching Series Wood Lamberton Innovation




Stacy Wood

Stacy is the Langdon Distinguished University Professor of Marketing at NC State University and a member of the JCR editorial team.

Stacy Wood has 30 posts and counting. See all posts by Stacy Wood