Organizing for Marketing Agility
The Scope of Marketing’s Decision Authority and Firm PerformanceNov 16, 2018 Raji Srinivasan, University of Texas at Austin
Raji Srinivasan will present empirical evidence that there is no one role for the marketing function across companies: companies differ in the scope of the marketing’s authority over decisions related to situation analysis, strategy, and the 4Ps.
Customer Segmentation, Leapfrogging, Switching, and Cannibalization in the Context of Disruptive Technological ChangeOct 25, 2018 Deepa Chandrasekaran, Gerard J. Tellis, and Gareth M. James, 2018, 18-134-10
Based on a multi-country dataset, this study models five adopter segments for successive technologies and shows how each may contribute to cannibalization and disruption of incumbents.
Sustaining Motivation in Customers, Employees, and YourselfSep 14, 2018 Szu-chi Huang, Stanford University
Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions.
Manufacturer’s Entry in the Product-Sharing MarketSep 6, 2018 Baojun Jiang, Lin Tian, and Yifan Xu, 2018, 18-125-09
When should manufacturers respond to peer-to-peer product sharing with their own direct rental services? This game-theoretic model captures some key trade-offs for firms.
How to Succeed in Emerging MarketsAug 29, 2018
Jagdish Sheth, Emory University
Emerging markets including China and India are the next growth opportunities for most products and services, yet many companies fail in emerging markets despite great brands and high-quality products. This webinar will discuss eight marketing strategies for business success in these markets.
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