On November 5, L2 and NYU Stern hosted its second-annual Innovation Forum at The Morgan Library in New York City. The full-day event addressed innovation in digital marketing and implications for prestige brands.
L2 Forums are the largest gatherings of prestige professionals in North America. Forums draw C-level executives and top marketing and digital talent from prestige brands; leading agencies, media, and technology firms; and innovators and academics. In addition, 25 percent of seats are reserved for students from the nation's top business and arts graduate programs.
Sheena Iyengar is the inaugural S.T. Lee Professor of Business in the Management Division at Columbia Business School and the Research Director at the Jerome A. Chazen Institute of International Business. She is known for her research on choice.
Dr. Sheena Iyengar, author of The Art of Choosing, explores why some consumers become paralyzed when faced with choice, while others seem to navigate it with ease. She highlights the importance of expertise, but explains that by smartly categorizing products, companies can simulate the experience of the experts for the novices.