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Cause marketing, or marketing campaigns involving the combined efforts of a for-profit and non-profit organization, is commonly conducted in retail shops, restaurants, movie theaters and even online. Whether you are attending a "give back" night at Chipotle or a special charity event at a local boutique, cause marketing campaigns seem like the perfect situation for all parties involved. However, a new study in the INFORMS journal of Marketing Science finds that the effects of cause marketing are more complicated than that.

Members of the Air Force Studies, Analysis and Assessments directorate joined leaders of the Walt Disney Company as co-awardees of the INFORMS Prize at a gala in Las Vegas, Nev., April 3, 2017, for their pioneering and enduring integration of operations research and analytics programs. The award is given each year by The Institute for Operations Research and the Management Sciences.

The U.S. Air Force and the Walt Disney Company were presented the INFORMS Prize on April 3. INFORMS a more than 12,000 member strong organization that promotes “best practices and advances in operations research, management science, and analytics” bases its awardees on their dedication to research pioneering. In this case, it was USAF’s Studies, Analysis and Assessments directorate which was recognized. 

Members of the Air Force Studies, Analysis and Assessments directorate joined leaders of the Walt Disney Company as co-awardees of the INFORMS Prize at a gala in Las Vegas, Nevada, April 3, 2017, for their pioneering and enduring integration of operations research and analytics programs. The award is given each year by The Institute for Operations Research and the Management Sciences (INFORMS). The goal of operations research, according to the INFORMS mission statement, is to turn complex challenges into substantial opportunities by transforming data into information, and information into insights for making better decisions and improving results. 

As the Trump administration prepares to invest hundreds of billions in its infrastructure networks, Anna Nagurney, INFORMS Fellow and professor at the University of Massachusetts at Amherst, shares how operations research can help identify where those investments will have the most impact.