Role of Marketing/Market Orientation
The Impact of Chief Marketing Officer Role Variance on Marketing CapabilityApr 30, 2020 Kimberly A. Whitler, Neil A. Morgan, and Lopo L. Rego, 2020, 20-112
Why do CEOs struggle to get the CMO role right? This study finds that CMO experience is often mis-aligned with the scope of job responsibilites -- a person-position "mismatch" in 40% of cases. One solution: CMOs can—and should—help design their own roles.
No Silver Bullet with AI: Blending in Firm Culture and Capabilities with AI Marketing Investment for Enhancing Firm PerformanceApr 2, 2020 Jifeng Mu, Jonathan Z. Zhang, and David Gilliland, 2020, 20-109
Data from 9,000+ companies in the U.S. and China show that -- despite the hype -- AI investment is not a “silver-bullet” for marketing processes.To build sustainable advantage, firms must make complementary resource investments -- and pay careful attention to short-term disruptions for existing customers.
_Poster: Brand Suitability: Understanding the Unintended Consequences of Adjacent Content on Brands in Digital EnvironmentsMar 12, 2020 Lauren Grewal, Dartmouth College
Lauren Grewal, Andrew T. Stephen, and Prasad Vana examine whether brands experience negative spillover effects from “unsafe” or “unsuitable” content that ends up being adjacent to their ads across various digital platforms (and if so, why this spillover occurs).
Long-Term Market Leadership in the Age of DisruptionMar 03, 2020 Peter Golder, Dartmouth College
Results on the probability of recapturing leadership once it is lost, and the implications for managing today’s leading brands.
Invest or Harvest: Dilemma ReexaminedAug 29, 2019 Ashish Sood, UC-Riverside, Vijay Govindarajan, Dartmouth College Anup Srivastava, University of Calgary, and Birendra Mishra, UC, 2019, 19-127-08
Analysis of companies listed on U.S. stock exchanges from 1971–2014 shows that companies' strategic shift from value creation (to produce future benefits) to value appropriation (to support current operations) is associated with negative stock returns. This finding runs contrary to the idea that shareholders are obsessed with current profits at the cost of long-term value.
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