Marketing Decision Support
The Role of Scenario Presentation in the Selection of Innovation ProjectsMar 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.
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.
The Organic Growth PlaybookOct 02, 2018
Bernard 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.
5 Things I Know About Marketing – Gerald Zaltman, Harvard Business SchoolDec 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."
Multichannel Sales Attribution and Media OptimizationJul 7, 2016 Sandy D. Jap and Timothy J. Gilbride, 2016, 16-116
This decision support model incorporates the dynamic effects of advertising and sales channels as well as interaction effects between them. Analysis of nine sales markets suggests that optimizing cross-channel and multimedia effects can increase profits 35% on average.
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