Markets and Marketing Strategy
Bart Bronnenberg’s Work Group NotesSep 22, 2015 Bart J. Bronnenberg, University of Tilburg
The notes that accompanied Bart Bronnenberg's work group activity can be found here. They complemented his presentation "Branding and Differentiating in a World…
How Free Digital Products GrowJun 12, 2015
As "free" becomes a dominant model, what does this mean for marketers?
When and How Does Board-Level Marketing Experience Impact Firm Performance?May 26, 2015 Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann, 2015, 15-109
MSI's 2017 Best Paper shows that a board member with marketing expertise can help the board and firm convert knowledge related to competitors, consumers, and the broader market into successful strategies and plans.
Reputation as a Strategic DifferentiatorMay 05, 2015
“With public trust in business at an all-time low, companies should think of reputation as the most valuable asset they have,” says Dartmouth’s Paul Argenti. As Professor of Corporate Communication at the Tuck School of Business, he is one of the world’s leading experts on the topic of corporate reputation.
The New Emerging Market Multinationals: Disrupting Markets and Building BrandsFeb 25, 2015 Amitava Chattopadhyay, INSEAD
Emerging markets have created a new breed of savvy and serious multinational competitors (EMNCs). Amitava Chattopadhyay examines key drivers of EMNCs' success and competitive approaches for incumbent MNCs.
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