Marketing Topics

• Reports

  Satisfaction Surveys or Online Sentiment: Which Best Predicts Firm Performance?

  Jan 6, 2020 Evert de Haan, 2020, 20-101

  Customer satisfaction is an important driver and predictor of purchase behavior and firm performance. Managers traditionally use customer satisfaction surveys…

• Reports

  Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions

  Dec 10, 2019 Ofer Mintz, Yakov Bart, Peter Lenk, and David J. Reibstein, 2019, 19-135

  How are managers navigating in the sea of metrics now available for decision making? This framework captures managerial preferences and trade-offs in different business contexts. The results can be used to build customized dashboards to improve managerial decision quality.

• 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 Company

  The 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.

• 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, 19-114-03

  Innovation 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.

• Presentations

  The Scope of Marketing’s Decision Authority and Firm Performance

  Nov 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.