Fuqua assistant professor of marketing Tong Guo considers herself a savvy traveler, someone who before purchasing an airline ticket will weigh the benefits of low fares versus upgrades she might receive as a frequent flyer.
Her curiosity in all manners of travel dates back to graduate school, when as a Ph.D. student in quantitative marketing she began researching how to help businesses make wise decisions, and the consequences of those decisions on consumers.
[This article has been reproduced with permission from Duke University's Fuqua School of Business. This piece originally appeared on Duke Fuqua Insights]