Organizing for Marketing Agility
How Incentives Shape Strategy: The Role of CMO and CEO Equity Compensation in Inducing Marketing MyopiaMar 5, 2018 Martin Artz and Natalie Mizik, 2018, 18-105-03
Current incentives may tempt CMOs to engage in “myopic marketing management” for short-term results at the expense of long-term business performance. Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
Winning Sales before Selling: An Investigation of Business-to-Business Salesperson Attitude towards Internal Selling ProcessesDec 7, 2017 Son K. Lam, Andrea L. Dixon, and Thomas E. DeCarlo, 2017, 17-126-12
Efficient internal selling processes (ISPs) elude even market leaders. One global manufacturer reports that inside-firm reps and field reps spend 75% and 45% of their time, respectively, dealing with internal sales support and deal tracking. This study finds that such inefficiencies may lengthen sales cycles, impair customer satisfaction, and even drive customers away.
Crisis Management Strategies and the Long-term Effects of Product Recalls on Firm ValueSep 19, 2017 Yan Liu, Venkatesh Shankar, and Wonjoo Yun, 2017, 17-121-09
The first study to investigate how crisis management strategies affect long-term shareholder returns concludes that firms should do the right thing when faced with product harm crises. Analyses of 280 recalls show that voluntary initiation, post-recall remedial efforts, and demonstration of brand commitment are best for long-term firm value as well as for consumers.
Dynamic Effects of Intrafirm Relational Strategies and Relational Structures on PerformanceSep 6, 2017 Danny P. Claro, Carla S. D. Ramos, Gabriel Gonzalez, and Robert W. Palmatier, 2017, 17-120-09
A dynamic perspective offers valuable information about the influence of intrafirm relationships on relationship marketers’ (RM) sales performance. Study 1 uses a longitudinal sample (three-year period) of relationship managers from a single firm and Study 2 uses a sample of RMs across three industries.
The Socially Responsible CMOMay 22, 2017 Peren Ozturan and Amir Grinstein, 2017, 17-110-05
On the path toward marketing excellence, CMOs should place high priority on social responsibility efforts, this study suggests.
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