Releasing on 18 March

Releasing on 18 March

Releasing on 18 March

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Releasing on 18 March --

Influence. Engage. Predict.

How You Can Use Words to Influence Customers, Engage Audiences, & Predict Business Success

A Proven Expert in Extracting Insights from Text Data Reveals How You Too Can Use Words to Influence Customers, Engage Audiences, and Predict Business Success

  • Like the goldmines of data that Mine Your Language focuses on, this book is a goldmine for anyone who wants to understand how language is key to business and personal success. A thoroughly researched, timely, and extremely useful book full of cool insights.”

    Vijay Govindarajan (VG) Coxe Distinguished Professor, Tuck School of Business, Dartmouth College Best Selling Author, Three Box Solution

  • "Fun, memorable stories and studies about how our words can make a difference… regardless of how large your brand is."

    Seth Godin
    Author, This is Marketing

  • “This book will be to Marketing what Freakonomics was to Economics -- a unique, fresh, and interesting way of looking at a discipline. Full of insights for anyone interested in learning about how words and language influence us.”

    Erin Meyer
    Professor, INSEAD Business School  Author

  • “Mine Your Language is meticulously researched and a great read. Abhishek assembles a motley set of lively, novel, and rigorous information on language in business management. The book is relevant for managers looking to understand how language choices can lead to business success but also for the curious student who wants to know how text mining can be applied for generating actionable insights.”

    Don Tapscott C.M.
    Best Selling Author
    Multiple TED speaker
    Executive Chair of the Blockchain Research Institute

  • “Words and phrasing matter. The use of a single word choice can dramatically affect its meaning and lead an audience to resonantly take offense, stimulate a viral response and more. This delightful book discusses real experiments and field studies on large data sets for insights that are useful to anyone wanting to get customer interactions, taglines, or social media comments right.”

    David Aaker
    Professor Emeritus, University of California, Berkeley's Haas School of Business,
    Vice Chairman at Prophet
    Author,
    The Future of Purpose-Driven Branding

Dr. Abhishek Borah

Abhishek Borah is an Associate Professor (with Tenure) of Marketing at INSEAD with expertise in generating managerial insights from textual data. He holds a PhD in Marketing from the Marshall School of Business at the University of Southern California. Prior to joining INSEAD, he was a faculty member at the Foster School of Business at the University of Washington in Seattle and worked in McKinsey and Company. He was also a visiting assistant professor at the Wharton School of Business at the University of Pennsylvania.

His research has appeared in leading academic journals such as Harvard Business Review, Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Information Systems Research, Strategic Management Journal and been referenced in outlets such as Nature, Wall Street Journal, Ad Age, Fast Company, Forbes, and futurity.org.

Awards & Recognitions

  • Award for Early Career Contributions in marketing strategy worldwide, which recognizes the contributions of a marketing faculty member who has completed 10 or fewer years after receipt of her or his doctoral degree

  • The award honours the article published in the Journal of Marketing that has made long-term contributions to the field of marketing

  • This award is determined by MSI Company Trustees for the most significant contribution to marketing practice and thought

  • MSI identifies faculty members who are likely leaders of the next generation of marketing academics.

Global Media Mentions

  • Research: A Strong Privacy Policy Can Save Your Company Millions

    The upside to having a strong privacy policy can be considerable: The researchers found it can save some companies hundreds of millions of dollars

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  • Why Looking Outside Your Company For Innovation Is A Huge Mistake

    Incumbent companies protect their products, focus on the present, and avoid risk. But those conservative strategies are the riskiest of all. A case study of HP shows that standing still is really the most dangerous move

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  • Marketing: Don't hurt me with my data

    Increasingly businesses collect customer data for a range of marketing and management purposes. New research suggests that businesses may be susceptible to negative outcomes simply from customer's perceptions of potential harm from these practices.

    Article

  • Microsoft And Nokia: A Marriage Made In Hell?

    How to Create a Culture for Market Dominance.

    Article

  • Microsoft's Mobile Move

    Will Microsoft's recent acquisition be enough to take mobile market share from Apple and Samsung?

    Article

  • Michael G. Foster School of Business

    2018 Best & Brightest: Abiel Zewolday, University of Washington (Foster)

    Article

  • CELEBRITY DEATH CASTS SHADOW ON HOT JEEP BRAND

    Jeep, which has been a star performer for Fiat Chrysler Automobiles, has suddenly become a public relations problem for the automaker because of a celebrity death.

    Article

  • Rival IQ helps marketers tell how company measures up

    Rival IQ develops online tools intended to help customers understand where they rank, how they compare and who are the leaders in their competitive landscape.

    Article

  • Another car recalled? Online press can be bad news for rivals

    When Toyota or Chrysler recalls one of its models, the news spreads all over social media, with most consumers bad-mouthing the recalled model. But it turns out that the bad-mouthing is not limited to the offending vehicles.

    Article

  • RECALLS HURT BRANDS AND RIVALS ON SOCIAL MEDIA

    Marketing expert Abhishek Borah says firms should be as concerned about their rivals' recalls as they are about their own—especially rival firms of similar size and from the same nation or origin. (Credit: Jurgen Appelo/Flickr)

    Article

  • Microsoft's Mobile Move

    Will Microsoft's recent acquisition be enough to take mobile market share from Apple and Samsung?

    Article

Research Articles

  • The Journal of the Academy of Marketing Science at 50: A Historical Analysis

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  • Fields of Gold: Scraping Web Data for Marketing Insights

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  • Creative Appeals in Firm Generated Content and Product Performance

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  • Marketing and Investor Behavior: Introspections, Insights, and Indications

    Read Now

  • It Pays to Pay Attention: How Firm's and Competitor's Marketing Levers affect Investor Attention and Firm Value

    Read Now

  • The Journal of Public Policy and Marketing at 40: Celebrating its Past and Looking to the Future

    Read Now

  • Big Data Analysis of Volatility Spillovers of Brands across Social Media and Stock Markets

    Read Now

  • Improvised Marketing Interventions in Social Media

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  • Understanding Influence of Marketing Thought on Practice: An Analysis of Business Journals Using Textual and latent Dirichlet allocation (LDA) Analysis

    Read Now

  • A Strong Privacy Policy Can Save Your Company Millions

    Read Now

  • Data Privacy: Effects on Customer and Firm Performance

    Read Now

  • Signaling Revisited: The Use of Signals in the Market for IPOs

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  • Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands

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  • Make, Buy, or Ally? Choice of and Payoff to Announcements of Alternate Routes to Innovations

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Get in touch.

It all begins with an idea.