Role of Marketing/Market Orientation
Moving Beyond Data and Analytics: Getting to an Insight CultureApr 05, 2019 Liam Fahey, Partner, Leadership Forum
Liam Fahey will describe some of the key elements of an insight-driven culture and how it enables marketers to be far more influential in their organizations.
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.
Medicine Meets Marketing: Do Customer Insights Matter in Healthcare?May 16, 2018 Stuart A. Grant, Duke University
Stuart Grant will discuss how consumer behavior theory can help physicians better understand the choices of patients, health systems, and themselves
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
Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
The Winds of Change: Harnessing Growth and Doing Good in Emerging MarketsOct 17, 2017
Rajesh Chandy, London Business School
The winds of change that are blowing in emerging markets today are in many ways unprecedented in human history. Marketers have a crucial role in helping firms harness these winds, and serve as a force for good.
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