Role of Marketing/Market Orientation
_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.
Getting Beyond the Obvious: Finding Real Insight in a World Overflowing with DataAug 22, 2019
Liam Fahey, Partner, The Leadership Forum
Liam Fahey will outline an innovative process that can help your organization develop a richer understanding of your marketplace, leading to more effective strategies and action plans.
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.
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