Organizing for Marketing Agility
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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