Marketing Decision Support
All Types
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Presentations
Putting Analytics into Action: Using Cupcakes to Improve Business Outcomes
Apr 05, 2019 Martyn Crook, Vice President Global Knowledge and Insights, The Coca-Cola CompanyThe best analytics in the world are useless if we don’t get the right information to the right people at the right time, and then ensure that they take action.
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Reports
The Role of Scenario Presentation in the Selection of Innovation Projects
Mar 5, 2019 Vardan Avagyan, University of Stavanger, Nuno Camacho, Erasmus University, Wim A. Van der Stede, and Stefan Stremersch, 2019, 19-114-03Innovation project teams invariably present best- and worst-case cash flow scenarios when they make their pitches to decision-makers. This study finds that small-range scenarios boost confidence in the team's expertise and increase the chance that decision-makers will opt for transformational over core innovation projects.
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Presentations
The Scope of Marketing’s Decision Authority and Firm Performance
Nov 16, 2018 Raji Srinivasan, University of Texas at AustinRaji 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.
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Videos
The Organic Growth Playbook
Oct 02, 2018Bernard J. Jaworski, Claremont Graduate University
Most conventional approaches to spurring growth focus on creating a favorable, differentiated impression of the company’s products in the minds of customers. The problem is that it’s not a reliable formula for faster growth.
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Articles
5 Things I Know About Marketing – Gerald Zaltman, Harvard Business School
Dec 08, 2016"Marketing is a world populated by major blank spaces. The willingness and skill to imagine what is missing is what generates big insights," says Gerald Zaltman. "This is how visionaries lead. They see data not as goal lines but as springboards for thinking and planning."
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